I thought the gameplay in Live blew 2k10 out of the water. The motions were more fluid, the gameplay was smoother, and the game just felt better. 2k10 felt slow, awkward, and dated to me. Not to mention I love having the crossovers freestyle dribbling on the right stick as opposed to the retarded L2 + whatever 2k10 used. Like you said, a lot of it probably has to do with preference. NBA Live is a much faster game and that's what I prefer.