For some people features like Online Dynasty and Teambuilder are preferred to how the game play on the field. To each their own. Personally, this series has seen a focus shift from features that enhance gameplay on the field to features like Campus Legend, OD and now Teambuilder.
I'd guess it's some sort of balancing act by EA w/ Madden. While it appears Madden is moving more towards gameplay tweaks and improvements (successfully? who knows) NCAA is being "casualized" probably to balance and differentiate the football franchise.
NCAA has been lackluster on the field since 360/PS3 and it doesn't look (or sound) like there is an interest by the NCAA dev team to take big steps in the gameplay direction. Look at NCAA 09:
Online Dynasty (non gameplay) vs Wide Open Offense (gameplay)
*Wide open offense was pretty poorly implemented as has been posted all over this forum. Combined w/ the lack of working sliders at release, poor pursuit angles, inept line play, on field speed issues 09 wasn't as gameplay friendly as it could be.
Now look at 2010:
Teambuilder (non gameplay) vs ?????? (gameplay) - there is nothing. The gameplay info has been scant for 2010. Meanwhile Madden is all over gameplay. There's blog after blog covering gameplay related issues. NCAA not much.
It's a shame they've made this game Madden's 3rd cousing in the gameplay innovation department. Sure Teambuilder looks innovative, but whast the point of building teams when the gameplay is marginal at best lately.