Just in a nutshell, EA Sports is taking out old features of Madden for Xbox360 that one would expect to be in the new ones (for example, alternate uniforms, which have been a mainstay on the current gen). Now, they say there gonna put them back in because the fans want them in, but at an extra price per download. Thus, as time goes by, you're essentially buying the basic game for $60, with $X more in "exclusive content," raising the price of games to something ridiculous. This is whats happening with videogames now, and will only get worse if more exclusive licenses are signed (ala NFL, so that EA can only produce NFL games).
http://sports.ign.com/articles/737/737237p1.html