It didn't need to go down this way. I believe once the football season rolls around, they will promote the crap out of it and will get those numbers up. By then, I would suspect that most of the disenchanted coaches will be gone and the game will have a decent chance at rebuilding its following with generally happy, paying customers. I think it is a risky business plan that may not work out nearly as well as they think -- I just don't think this game appeals to every football fan the way it does to us number-nerds.
It didn't need to be done this way but I think they have pretty much played their hand now. They need time to let the disenfranchised leave and then a big timing push to repop the worlds. You guys know the excitement when they open a new world... it will pretty much be like that to a lot of newbies... and I think that is what they are going to be hoping for.