I've heard this was the reason there has been so little info on the backbreaker game. NaturalMotion would like to just pass the technology off to EA and not have to make an entire game that competes with the NFL.
Ian Cummings actually talked about it in a thread a few months back. My impression was he and many of the members of this site thought it was too arcade for what they were trying to do with madden. (Defenders as flying missles) Sorry, can't find the link, it was most likely closed for bashing madden lol.