For people who love the game, they've been playing the same exact game for 6 years now. EA's challenge is (well, was...and will be) improving gameplay/adding in other things for people to buy the game annually.
This is how we got mascot games, all-time great teams (I miss that one), etc.
The sites that have guys working on the rosters 24/7 are the perfect place for those who complain that a game is the same with just updated rosters. It's a free alternative. Just download the gamertag and you have updated rosters.
For EA, as long as their new game is as good as they were before, they'll have a major success year 1, because of 2 default reasons:
1 - the market is salivating for it, and
2 - it'll be on the nextgen platform and will automatically look better and run (cpu) faster.
Basically they have the ultimate grace period built in.