Thats tough for me to say in my limited time. I would say, yes they do, but maybe not as much as they should. I mean, even playing Oakland, I can see them feeding the ball to their hot player, who happened to be their star, but I don't know that he played any "differently" than anyone else.
I'm not sure that answered your question, but thats the best I can come up with right now.
As for a rating, again its early, but I'll give it an 8. The gameplay is tight, the dynasty mode is solid, though could be better/deeper, but the simplistic and lackluster editing tools really hamper the experience. The animations could also use some tweaking/polishing.
IMO, if you're a diehard college basketball fan, a true fan of the game, then pick it up. If you enjoyed the demo, pick it up. If you're looking for a game that is fun and challenging, pick it up.
my .02