Exactly that - or they negotiate. This is mostly moot, because it seems everyone is opting in to the first one - but it's not exactly farfetched to think that, in the future, someone who is actively and seriously marketing their likeness (for a lot of money) will tell EA what they can do with their $600.
I mostly agree, so I guess we’re just splitting hairs then on how big the market actually is for a college football simulation game. There’s like a dozen people on this thread, who are just a small portion of this very niche website, who represent the far right side of the bell curve with respect to the representative demand for the game - the last one sold barely 1million copies (the bestselling video game that year sold over 25 million).
I'd prefer if the game were as "realistic" as possible, but that's just me (I pretty much only played H2H and a little bit of online dynasty, the computer dynasty and road to glory stuff never got to me).