Seems to be the case. Visiting that page in my browser shows a price tag of $0.00 with no option to purchase (even when I'm logged in through the browser). I should've picked up NBA 2K10, 2K11, and 2K12 through Steam when I had the chance. Not that it's a huge hassle swapping discs, of course, but there is certainly a convenience with Steam.
While i got sounds issues, i also used my NBA2K10 DVD. Dont know if i have a problem with my old DVD player or the game disc, or both, but the install took a while and the disc scratched a lot.
My original disc is having similar problems actually, which is why I recently bought a replacement. It's strange though, as it wasn't used that heavily compared to other discs I own, yet it seems to have more wear and tear.
They're not immune to physical damage/wear and tear of course, but as I said I've had discs that I've used more often that are still in great working condition. It's strange.