Um, didn't Sega start this by lowering prices?
Lowering prices and buying exclusive rights of whatever sport is like not very comparable.
When you look at them individually, no. But consider - Sega does the price lowering. It eats into EA's profits, and possibly pisses off the NFL. If you're EA, you don't just stand there and twiddle your thumbs. But in this case, you have a partner in the NFL who is willing to go the extra mile with you, and boom, Sega's shut out of the NFL license (although not the NFLPA?).
Personally I'd have thought the song and dance would've gone on a couple more years. You know, EA does something to get their sales back, Sega does something else, etc. But as Kahran noted, the NFL was willing to make this happen, so things accelerated just a wee bit.