Very true in regards to the monopoly they have with the rights. What's more, there's the PS 4/X-Box 720 in the works so they aren't going to go all out reinventing the wheel for this platform when they will be expected to do so in another year or two.
To answer the original question....the NCAA Football series has always been my favorite and the game I most look forward to getting. I stick to sports games with my PS3 but I've got two first person shooters which are fun but once you finish the mission it doesn't lend itself to playing repeatedly like you can with sports games where you can play a dynasty.