This is just an experiment to see if the graphical style appeals more. If it does, then EA might have an even wider audience (which seems redundant for Madden, but will be great for EA's bottom line). If it doesn't, then Madden '11 will have the old art style back.
The entire point of the Wii is to get game developers, nay the entire industry, out of a rut. Now some things of the old style actually do work better that way, but the problem was in assuming everything had to be the old style. By experimenting with the Wii, developers will see what works best rather than play it safe due to rising costs.
Of course developers took some time to catch on to that, but they are trying now. Madden is just part of that experiment. They are still keeping everything else about the game intact, though.
BTW, even Dead Space Extraction and RE Darkside Chronicles are this. Those are the developers trying to experiment to see what they can do with Rail Shooters, when such a thing would be unthinkable on the other systems.
A flashy-first game is awesome when it comes out. A great-first game is awesome forever.
Plus, just for the hell of it: Kelly Brook at the 2008 BAFTAs
