Yeah man, i never really thought about how players run directly into blockers. They should be taking angles and avoiding them. Kind of the way DEs run around tackles.
When i was on kickoff teams, i would fix my sights on the returner and use my peripheral vision to see who was coming at me. It was easy to trick them into thinking i didnt see them and make moves around them, at the expense of my position in the lane.
Madden is cleaning up rough edges slowly, but there are still AI behaviors that dont even try to look convincing.