I totally understand this angle, but I also think the "wow" factor in a game can sell as well. If they had done the player movement over, with these new graphics, and presentation, I think that could've sold Madden just as much. I remember when Madden 2001 dropped, people just seeing that game on display sold PS2's. Same with NFL 2k.
I always wanted EA to market Madden as the NFL, not just an NFL game. Show the game off from broadcast angles, trick people into thinking it's an actual game. I think the average consumer just wants to play something that looks exactly like what they see on television.