My friend has Live, and I've played it. And it seems like (to me) like a rehash of '09 with "updated rosters" and so called "improvements." I have not played 2k10 yet, but from what I read, it keeps you interested. (With My Player & Dynasty) Even though it has its problems. And for being $20 less, I don't think you could beat that.
But, but, but... The only thing I wonder about is that I have NCAA Basketball 10 and I wonder if I would want to upload the rosters to Live 10. Doesn't really seem like a big deal to me though, but it would be cool.
And I don't mean to get off-track here, but from what I have heard, EA Sports will not be doing NCAA Basketball 11 and that 10 was going to be the last one. I think 2k Sports could run with a college basketball game, if they do decide to take over that market. I mean why not? You can have "My Player" work his way up from college, to d-league, summer camps, training camps to eventually the big leagues. (or something like that)