[Valdarez]

While we are on the subject of locomotion, doesn't anyone here wonder why EA Sports didn't license Euphoria? If you're going to make the best football game to date, why not use the best tech to date?

My answer. Pride. Someone in the EA organization doesn't want to admit they can't build the same thing, and IMHO whoever made that decision needs to be removed from the decision making process as they are limiting the potential of Madden. Think of what Madden could be with Euphoria + Madden's Art team.

The build versus buy debate is always a core choice in the business world, and for the most part you always buy. It almost never makes sense to reinvent the wheel.