I very much want EA to succeed with NBA Live and I will be buying it regardless on release day because I support competition amongst sports games. This is Live's first effort since Live 10 (that is releasing) and I will support it and view it as such. A start.
As for my distaste for EA, it really only stems from them buying out their competition and releasing a very mediocre football game.
I am excited for Live, just for providing 2K some competition. I don't think it will be anywhere near the level of 2K14 but that is expected at this point.
Madden on the other hand, doesn't get a "pass" from me after being the only football game released for 8 years.
It may seem as if I'm very negative about EA, but it's just because I am very upset with next-gen Madden.