NHL 10 - New feature where size and speed matters when hitting.
NHL 11 - New hitting physics where size and strength determine the outcome of a hit.
NHL 12 - No we really mean it this time, size and strength matters.
This is so accurate it's sad. I love the NHL series, but they have made this claim for at least 3 years straight.
You can also add to that the "players will all feel different" line they use every year.