Yeah, I think the only thing 2k will have to offer over real life NBA is that people will do crazy stuff. I'm looking forward to all the crazy things eSport 2k gamers will be able to do.
I'm not sure it will get great ratings, but I don't think that's the point. I think the point is to get 2k more customers (people that want to get in on it, but really have no chance) and to get the NBA more fans (maybe more gamers will pay attention to the NBA now or you just re-enforce the base).