I don't think any of the impacts on the sports games is going to impact the end user when everything is said and done.  Yes, they might start putting in more product placements, and god forbid more advertising, but if they really do that to the point of the game being unplayable, what will happen?  People won't play the game, and people won't BUY the game.  Eventually, someone will make another sports game that doesn't include those intrusive and unnecessary practices in it, and people will liken it back to the sports games some twenty years ago that didn't need to survive on such things.  It'll be a big wake-up call for people that remember that used to play games like NFL Blitz and NBA Jam without having to have to pay for players, teams, stats, boosts, OR have ads flashing in front of them during load screens.  When someone makes that sports game, and people buy it, up, we'll wonder why it was so hard making them without all that crap like EA and Take-Two try to tell us it is.