Look, neither of us can take the temperature of the Football gamer en masse and say that this is the reason, or that is the reason that the numbers are down, but I think that you aren't being realistic if you don't think that there is at least a decent chance that the decline in numbers can be attributed to a loss in popularity.
And anyway that you slice it, if the same people that bought Madden are now not buying it, and are instead, buying other titles, then that is as basic an example of loss of popularity as there is.