Will Madden 06 fully use the potential of the Xbox 360? Not a chance. Name one launch game that did. It will look better. But yes, I'm afraid it will be a rehash with a passing cone and updated rosters. It's still just a port. EA just signed Madden to a multi-year deal, so he'll still be in the game. This signing has me wondering exactly what EA's plans for the ESPN license are.
EA doesn't owe you or anybody else anything. You always have the choice not to buy their game. Adn trust me, plenty of people do. They are going to stay on the path of their vision of what the game should be. You can't criticize them for much; they've sold millions of copies of Madden and have made billions of dollars on that one franchise alone.
Yes, it would cost that much to completely revamp the game engine. Normal development of a brand new engine is about two years. Do you want to go without any NFL game for that long? Too many people loo how much money EA has, but never realize the the sports division is just one of many. If EA is pulling in 3 billion a year, I can guarantee you they're spending close to that each year.
I am with you in the hope that the next gen Madden will make full use of the licenses it has acquired. The recent news on John Madden has dampened my hopes a little, but I'm still optimistic.