Of course they should continue to focus on upgrading Franchise.
Imagine drafting players in Franchise and you being the coach, for example, and the new draft picks walk into your office to meet you after signing with your team. Virtual people you can actually interact with. You have the opportunity to make some adjustments to their training camp scheduling as you mold them to better fit your scheme. Get some feedback from the player with dialog based on their initial archetype and college experience. And much more.
Basically bringing the football experience of running a franchise alive; putting you into the world.