I'm going to disagree with you to an extent.
They have both online and offline CFMs to worry about. Ideally any feature should improve both types of modes.
Revisit the patch thread. People were unhappy because they felt the patch was shifted more towards MUT. Put yourself in the shoes of an online franchise guy after finding out that most new features would not apply to your league. You will probably not be happy.
Madden has to try to make everyone happy, and all indications are that EA is a bit stingy with giving resources to the developers.
Now I happen to think most of our most requested franchise features could be worthwhile additions to online leagues as well.