You can't call it a lose/lose situation until you compare it with the number of NFL 2k5 copies sold in August of last year (actually July since they released the game QUITE early to precede Madden). That way you'll get an accurate picture of how many 2k'ers purchased Madden and how many stayed home.
I'm not a fan of the deal by any means, but an accurate economic analysis as opposed to glossing over the facts is needed before opinions are given as such.