not really true. EA made tons of money off madden sales. However they're testing how far the money will go with things like this. Lots of companies tinker with price points or what to not include in basic packages. It has little or nothing to do with not making enough money on game sales.
I also think EA has positioned themselves in a way that the NFL will need them to make their games, not the other way around like you feel. I don't see how the NFL can ask for more money in a license deal when EA is the only one able to make one immediately. It won't make competition any easier for new bidders.