Lousy comparison. As a consumer, if I want a credit card is Visa my only option? No. As a consumer, if I want tennis shoes is Reebok my only option? No. If I want to play a new NFL video game is Madden my only option? Yes.
The NBA deal got close to the same amount of cash as the NFL and kept competition alive. They don't need to spin anything as they didn't eliminate any developers with their transaction. If the NFL wanted to do the same thing they could have easily, but they chose to put all their eggs in one basket which was their choice as a business. Unfortunately for EA, they caught the brunt of the backlash from gamers but they sure shouldn't be surprised by people's reactions.
EA's response that Madden is competing with GTA and Halo did not help matters and was a very poor attempt at calming down the hardcore gamer's outrage that blew up various message boards. If I want an NFL Game I will buy Madden, not GTA or Halo. Do they assume the public buys only one game a year or something? Heck, I might have had more respect if they said we wanted to ensure Madden's survival and eliminate our closest competitor in the process rather than going to the "We are competing with Halo and GTA" line.
Anyways, props to the NBA