They can. It's called rookie difficulty. The difficulty system in Madden is flawed. The AI should be affected not the ratings in terms of difficulty. Playing on higher difficulty now is just learning how to game the game.
I think Madden should be a bridge between watching and playing. They should be able to take lessons they've learned in Madden and use them when watching a game to really understand and see why plays happen as they do. Even if they don't care Madden should abide by real world logic and movement. If someone wants to run 4 verts every play let them. Eventually they're gonna learn what coverage it works best against if it keeps ending up in picks. It should be a natural learning process.
Madden is afraid to punish the user for poor decisions but I think part of that is because EA knows their engine is too flawed to realistically portray a game of football.