They have to make the Madden experience more stream lined and intuitive. We've seen a huge influx of gamers this generation through the wii, iphone, and ps3 (blu-ray). Developers are forced to relaunch established franchises to cater to this newly, untapped gaming market. Look at the success of Apple's I-phone OS. If it's design wasn't simple and easy to navigate, it wouldn't have been a success. Technology intimidates a ton of consumers, and EA can not afford to lose out on any potential revenue.