Let them die. Another will take their place or they'll fix their model. They SHOULD NOT be doing these practices. Another company would gladly produce a sports game and make only box sales and have it be enough. EA and the other big dollar AAA companies are playing themselves trying to make as much money, hand of fist, constantly and it is just not sustainable. And they better not be bailed out like other companies were for their own poor choices of immediacy and instant gratification and quarterly rushed growth. They're all doing the damage to themselves and could just be realistic about it, but choose to keep pushing forward. Let them fall.