I think for this you need to consider Select in how they have changed the AFL sets over the last few years for comparison. This could be due to the competition from ESP, however I think more likely it is the feedback they have been getting through social media and starting to take notice of what collectors want. ESP seems to be doing this too, although a lot of people complained about the 1/1 and they specifically came out and said they learnt and wouldn't do it again, however this year they backflipped on that so I'm a bit confused on their vision - personally I like the 1/1 but I know others are heavily against it.
Look at series 1 releases of AFL/NRL this year from Select/ESP respectively. Personally I hated ESPs traders release, whereas I loved Select's FootyStars release and I dont even follow AFL, however I have collected a few of the subsets in their release and have kept exactly 0 cards from the NRL release. Select used to be repetitive as has been mentioned, but if they still had the license I couldn't see that happening, I mean 2012 was an excellent set and something different and it was their last one before ESP took over, so its a difficult question to answer really.
However my point of view is that the license should be open and not exclusive to give real competition between select, ESP and who ever else wants to throw their hand in the ring, I could see tap and play giving it a good shot