Yeah, hard to point to any one thing for the drop. I'm sure the console change made a difference. Most gamers would also admit Madden' s quality was at its worst from 06-09, along with a lot of other games as developers seem to struggle with that generation leap. The game lacked even commentary for the first few years.
With Madden 10, they tried to go SIM on the field and casuals/tourney crowd complained the game was too slow, rocket catch was gone etc. Sales dipped a little further that year, so a case can be made that there is a large crowd that likes the game less SIM. Bare bones franchise also disappointed the hardcore so Giantblue' s opinion could be valid as well.
Long story short, there were a lot of mistakes and factors contributing to sales decreasing during the 06-10 period. It's easy to spin several different ways. I think it all played a part one way or another.

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