Sega (at least of America) is trying to be the next EA, except there are not enough dumbasses who is not already biting the EA hook to take the bait. Sega (of Japan) is falling back to their early years pumping out amazing new arcade games, but only in Japan.
If only Sega would give the fans what they want. Nights, VF, Streets of Rage, VO, Phantasy Star, etc... They can probably still do pretty well... too bad most of those will never happen due to license/financial reasons.