Maybe they said after Labor Day because they're unsure of how many replacement discs they are going to have to print. Obviously if they get a lot of manual pages it's going to take longer for them to ship all of them out. If they recieved a few then they would be sent out maybe a day or two after Labor Day. They sent that email out saying after Labor Day without having any idea how many they'll be recieving. Just be glad you didn't have to send your original Madden disc and have no Madden at all.
Lucky for me I live about 15 minutes from EA so I'll get mine first hopefully.