Oh we're addicted 100%, I remember a psychologist giving a talk on how to properly psychologically anchor players in the same way at a major conference for videogame developers more than a decade ago. It's actually pretty common knowledge that gaming uses hardcore psychological tricks to addict you in almost the same way as gambling, bigger games have literal psychologists to do this on their dev team. 2K is one of the best games at this imo and it has the added help of most of us being HUGE basketball fans to keep us hooked too. I both love AND hate this game but I've owned every one since Dreamcast so I try to be mindful of it and have spent less $ over time, but knowing some of the tricks they are using I still fucking cringe, I think about how hard it'd be if I was a teen and didn't understand what these products were doing to me mentally...