Come one man, that's not Rammer's call at all. If it's priced too highly for what it is, the customers will respond accordingly, and he'll have to have a discussion with the bosses about delivering a piece of software that the market valued under the $70 target MSRP set by the money people at EA.
I might argue back at EA's execs—if you want the NHL team to deliver a $70 value piece of software, invest the appropriate resources. Maybe you can grow sales like the NHL series managed to do at the peak of its innovation last gen.