Exactly, that is what I'm seeing every hour in commercials. I was thinking, "I think they expect gamers to value this dunk contest thingy as worth the additional $30 (combined with brand loyalty of course)".
True. But I would never think that ESPN would outsell Live. By "working" I meant something like EA maintaining their same marketshare that they have enjoyed previously, or simply by gamers buying Live over ESPN based on this feature.
This exact topic came up at work today. While lloking at the Best Buy ad i recommended ESPN to my co-worker to which he replied, "But does it have a dunk contest like NBA Live?"