That 19.99 argument is dumb. 2K did that for one reason and one reason only, to get their name out. They did it for ALL their sports games that year, and they never ever sold anything full game that cheap again. It worked, the problem is the NFL wanted to go exclusive like they do with ALL their licenses. Jerseys, helmets, you name it, its exclusive.
EA just had deeper pockets then 2K, and considering 2K sold a ****ton of assets a few years back thats sitting in the bank collecting interest, they have money to throw at the football license if the NFL doesnt extend it again.