Well, the shooters are a different animal. Baseball games, different animal there, too. But as Podsquad pointed out, FIFA is a good comparison to look at for benchmarks, so you make a good point there. FIFA is something I'm going to be studying now that it's been brought up. Haven't played a Soccer game in a looooong time so it should be interesting.
I agree, and I think EA learned their lesson with the '08 football games, seeing what happens when those graphics aren't top notch. NCAA '08 dropped by like 100,000 sales, and it was a better game than '07 except that the graphics stunk, so it had to have an impact.
I think Madden 2010 will be a fine game, I'm just not convinced that some of those hurdles for getting all of those things in will be cleared at 60 frames...
For me, more customization is a really big deal. Right now, Madden is dying for it. And it's subtle stuff, like just being able to pick what temperature you're playing under, or making adjustments to picture color and such. I think the issue for people like you and me is that in 4 seasons it doesn't seem like we're being heard because each year things like that get ignored. The "offline player" is getting the raw deal, which is perplexing because that's still where Madden is making their money.
Having all of the details you're talking about is something I desire too. But I guess what it comes down to is this... if it's possible for them to do it, they just haven't figured out how without having to sacrifice other stuff severely. Notice how every year the crowd looks worse? They're stripping available resources from some things and spreading them to others. Going back to the beginning of this gen, I remember the crowd looked great, compare that to what it looks like now, lol.
I look at All Pro Football, and I see the most detailed player models ever made (one closeup in replay says it all), but I also see the worst looking grass and terribly low-res stadiums ever made. They put so many resources into the models that nothing was left. So even though you had hefty Sidelines with intelligent AI, the overall picture didn't look high-end.