Some good ideas and comments here. We all seem to believe that with a little effort on the marketing end, we could see a surge of new users and potentially full worlds...perhaps even new worlds...again.
The main question I have is why the reluctance on the part of Fox to not do that. Never seen a company fail to improve a revenue stream with seemingly very little effort or resources. There has to be a bigger issue that we aren't seeing.
My guess is What If Sports was purchased purely for the simulation engine. Draw traffic to the main site by displaying the ability to predict the winners of things like the NCAA tournament, World Series or Super Bowl. It just hasn't panned out the way the wanted yet.