My frustration with the licensing aspect is that it could be easily avoided if they just gave us the ability to edit things ourselves, instead of locking everything up.
Player editing has always been pretty basic, but at least it was there. The Revamped Roster guys put in some really hard work, and pretty much made NHL14 playable for me, after my putting it down after a few months. I played International tournaments, re-started the GM season. Everything. With their adjusted ratings and sliders, I could enjoy the game and work around some of the gameplay flaws that persisted and drove me nuts.
Then EA gets rid of the feature, and continues to make it harder and harder to customize the game.
Look at games like Forza, that gives guys the ability to paint their cars pixel by pixel. A quick search of Forza Cars Paintjobs gives you an insane number of amazing art put onto cars in game. If EA gave us something even half as powerful as that for NHL16, and the ability to share rosters, and better edit players (the current system of picking from pre-made head models sucks. They look goofy half the time, and are a far cry from creating your own face and editing it. FIFA's team has had Gameface for years, and yet EA has been giving us pre-made faces for at least the past 5 or 6).
Being able to create your own logos that could be put on helmets and jerseys, custom painting the jersey skins, everything, could be awesome. EA could do the usual generic non-offensive jerseys, and everyone else could create and share their new ones. People could actually make teams like Slovenia that get no representation in game (though we've got Japan and Great Britain if i remember right...) and share the rosters and jerseys, and people could pick as they wanted. Don't care about IIHF play? Cool, just get your junior rosters and improved players and have a blast.
EA's NHL seems to be about 5 years behind the curve of customizing gameplay and players, and it's been a huge disappointment, especially when games like The Show have people creating good looking 80's rosters, or games like FIFA (admittedly on PC) have entire teams and player faces being re-skinned and improved.