I'm sure 2k and EA wouldn't have abruptly bailed on franchises that took lots of money and effort to create if getting a better deal on the NCAA licensing fees was as simple as that. EA didn't even have to pay a premium for an exclusive license when 2k bowed out.
NASCAR went through the same thing with EA dropping them, and no one really jumping at the chance to get it, apart from the apparent limited implementation in GT5.
The sales just aren't there to justify a stand alone game that takes money and resources that could be used for other projects.