The NFL License is the icing on the cake for me. With a deep customizer they give you, you can use you imagination. Plus, If (insert fav. WR) dropped a pass, you more than likely would be mad and wondering why he missed that, but if it was Deon Thompson you would think "he's just not that good." Also, with fictional players I feel more emmersed in a career/season game mode.
Madden 10 was good. It wasn't great, but way better than 09 (still not better than 2k5). I dont expect BB to kill madden, but with time maybe it could.
When it comes to gameplay, I feel like I took a time machine to 2004-2005 when it was 2k vs. EA, except EA with a license. Two companies. Two prices. Two different games. BB should please the non-EA & non-NFL fanboys. I can see valid arguments with the injury and fatigue. If you cant get past that, thats your loss. Someone won't need their copy pre-ordered. The game will still be fun and the world keeps turnin'.