I agree with your point there. In order for any change to occur on any level the cyclical nature of things needs to be broken.
The cycle being that EA gives us just enough to keep coming back year after year, but not a fully realized product. I don't blame EA for this either, because of the cyclical nature of the business cycle. Its hard to do everything that needs to be done to to deadlines and marketing and whatever else. But we've all learned that it is possible for this cycle to be broken and EA has certainly shown us it is more than capable of delivering a top notch product when pushed to do so.
I think the worst thing, even worse than Madden going in the toilet, is for EA to keep churning out a mediocre to good game. Because we'll continue to get what we get now....a decent game that can be fun, but never something that will live up to its potential.