I'm guessing they just ponied up the $4.99 to have everything unlocked (1/3 of the cost of the game!). It's certainly very tempting but I am always drawn to the quest of unlocking items/characters/teams in sports games. I paid the 80 points (pretty cheap) on Xbox 360 to unlock everything in Smackdown vs. Raw 2011 and barely played the title afterwards (except for a couple matches with Terry Funk).
My new Jam squad is Chris Paul + Alonzo Mourning
Still haven't played 2k12




