From what I experienced, there were guys there with "enough" exposure to the NBA to advance the title past the point where it was. Of course, this is in my opinion.
Why that didn't happen is not something I can answer. But there was enough feedback from this community alone to give them the idea that they weren't doing "enough" to get past the point of no return with the consumer. This tells me someone "pulling the strings" just could not grasp why their was such failure from a sales standpoint.
Then again, I also think Live 10 was given more credit than it deserved. IMO it simply incorporated 2k-style elements into Live '09's core gameplay.
There was not enough NBA authenticity, and this is where EA lost all touch with its consumer base, something I see that has been a problem with Tiburon for a while now and their football franchise.


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