Maybe it's just my negative mind but when the ESA is supporting the bill and Sony, EA, and Nintendo are members of the ESA. Then the three pull their support.
When they do stuff like this it seems, to me, that the three are still in support of the bill but have thought it out on a business long run. When the bill fails the three companies can say "Oh we saw it as a bad thing and we were there for you, our valued customers" Wonderful PR Bull.
If the bill somehow passes they can say that they are "glad to be part of the ESA" so either way they come out on top.