If EA introduces a new physics engine that truly enhances the game and creates true momentum behind player movements, then yes, I think they could possibly change the game's name. Nothing to this point has been able to really separate Madden the game from Madden. EA has the long history of the Madden brand and then of course the NFL that carries its worth. Nothing the game has done since its inception has really been anything truly "innovative." Maybe the Online Franchise feature, but that is extremely bare bones and does have its issues.
I do feel that Madden 10 changed its position and allowed some separation from previous versions that introduced silly things like the Josten ring etc. The M10 team cut those things out and didn't add something just as silly to replace it. Instead, they focused on things like the Online Franchise and Pro-Tak. I sort of wish Pro-Tak was never named. There's no need to talk it up like they do. Put it in the game and let it prove itself. In my opinion the change in tackling is substantial enough to hold its own without giving it its own name.
Whatever meaning (if there even is one) the "innovative" reference holds, this Madden 10 game suffers from a physics problem. Players still shift unnaturally and slide across the field. Simply look at the dull stance and twitching an offensive lineman will do while anticipating the block. Watch a receiver break on the ball. He'll appear to slide 2 yards to make the catch. Movement is missing from instances that should have better momentum involved. Almost every punt return and kick off results in the returner doing that second effort animation while still standing. There are several other issues. In fact, in speaking for myself, it is the things like options at the line of scrimmage that save this game for me. Those things are very nicely done. when you get to the core of the gameplay though, the actual player movement in Madden has always been unnatural and lacking a true representation of how movements work in the human body.