Competition breeds excellence. Without any alternatives, Madden knows they don't have to release a blockbuster game every year. A few gameplay tweaks here, a few gimmicky features there, some slight graphical upgrades, new rosters, etc. They are finally getting the gameplay right; it only took them what, four years? Franchise mode remains unchanged and stale, and online play has been a disappointment.
Hopefully when the agreement ends in a couple years, 2K will get a shot again and it will light a fire under EA's ass.