But as the article alludes to, one of the reasons they didn't make as much money was the competition. Madden didn't make nearly as much because of 2K5 selling so many copies and that Madden had to drop its price by $20. They won't have to do that next year so they might be hurting now but the exclusivety will benefit football for them next year despite the amount they paid.
However, if they have to throw all of their MVP baseball sales out the window, that will certainly hurt as well. Wouldn't it be nice if both TT and EA just agreed to share the football and baseball licences? I know that their is little to no chance of that but I do think EA would be smart to do it to avoid losing baseball. If they included a clause that said TT couldn't release their football title before Madden and had to sell it at the same price as Madden, I don't think they would really lose much market share. Keeping baseball going would also be a strong benefit.