There are a couple of these cases floating around the Federal court system. I'm sure EA will appeal to the US Supreme Court for a final ruling. However, I was under the impression that Student Athletes sign their rights away to their likeness (while in college) when they sign their scholly, no? I saw something that said that on Real Sports a while ago. (here's the story LINK)
I think, in the end, the NCAA Student Athletes will lose. It's all part of the trade-off for a free/almost-free college education.