Longshot was never meant for the hardcore football fan - be it online, MUT or SIM. These folks would get the game regardless. Longshot was more about EA trying to find a new customer segment - the casuals who are not into football but may pick it up and play for a few weeks based on things like Longshot. It's more targeted towards the casual football fans who all become football fan for a day on SB.
Most, if not all, folks on OS will either buy Madden or not coz of other aspects (gameplay, career/franchise mode etc.) and Longshot will never enter their decision making process. Longshot is more for someone who might be see a trailer of Longshot and goes "
That looks cool. Let me give it a shot." EA did something similar on FIFA (the whole Alex Hunter "Journey" saga) and they are gonna do it on Madden as well hoping a new customer segment picks up Madden coz of the new "
Longshot Season".