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Carl2291 said:

"EA ran their sports sims into the ground"

FIFA 11 recently sold 10 Million units and became the best selling FIFA game ever. The previous holder of that title was FIFA 10. And before that, FIFA 09 sold awesome too.

You're a big fibber.

Also sports titles usually go through seasons, so it makes sense to release an update with a new roster, every year for it.  When a company releases more than one title a year of a brand, that is milking it, in my opinion.  

As for why they do it?  Well, it is money.  If they can get money for sales, they will.  This happens all over with game genres to.  I saw Magic: The Gathering gave birth to a flood of Collectable Card Games.  Now, you see "Deck building games" becoming a rage.  Will see how it pans out.  But markets tend to have profitable trends exploited, like with Tower Defense games.

Also, doesn't the term "milking" come from the term "cash cow"?  You milk a cash cow to get milk, and more coin.  Things get overmilked when they put out too many titles that differ by not enough.  Unless I see something new that compels me to get Modern Warfare 3 (Black Ops had this), I feel NO reason to get MW3.  The story?  Who here is expecting a great story out of Modern Warfare?  Can they promise getting back to the first Modern Warfare?  I have a hard time seeing that, as World War III got out of the bag.  I say they add an alien invasion to the mix, just to push things into the full off the rails mode.