I agree with the majority of what you are saying, but I still think you are oversimplifying here. You mention this "casual-gamer" a lot, but I think you're missing it. Let's just throw sim and online play out of the window.
Madden is a sports
video game representing the National Football League. Madden's first, and primary job, should always to be do accurately portray the NFL. And I'm not talking about simulation, not even close. EA is part of the way there with how astonishing the game looks, especially in stills. But where they fall off is the mechanics. Things like WR/DB interactions, realistic player movements, foot-planting/true step for 22 players should be applied before anything else, because that is Madden's
job. And yes head-to-head and MUT dominate the money EA takes in, but even this so-called "casual-gamer" you mention is no neanderthal and I'm sure this well-needed upgrades to the game would not go unappreciated from them.