It took me a while to figure it out but after going back and looking at some Madden 11 pics and remembering what was said in the Madden round table discussion, I think I know what EA is touting in this pic.
The individual unique run styles of each defender in the pic. The CD guys in that round table were saying they asked them about this during an instant replay down at Tiburon and they didn't notice it until the developers pointed it out because it looked so natural.