I don't play online, but in APF2K8 you could do a couple of things against guys that abuse bump.
1. Get a Bump Master receiver
2. Motion a receiver and then hike the ball before the defense could get set.
3. Use Arrow Routes
4. Use double move routes
5. Use Screen Plays
6. Use Flats
There's probably a couple of more I forgot. The strategy showed in this video is more of a problem with pathing in Madden than a planned pick. i.e. More along the lines of an exploit rather than utilizing real football strategy.