Just because people own/play it doesn't necessarily mean they bought it new. I've bought nearly all EA Sports game used, save for 10 / 11 when I mistakenly believed they were trying to fix/change the game. Last I looked Madden sales have remained fairly flat over the years, when they should have been rising (like NBA2K sales). Haven't seen sales figures in a two or three years now. Has that changed?
Get what you're saying though. Money talks.