Leaving aside all the anti-EA angst for a minute, I like that "Family Play" idea for their sports games on the Wii.
I'm convinced the Wii is one of the best purchases I've ever made, simply because it's accessible to such a wide range of people. I've enjoyed bowling with my 75-year old mother-in-law, watched a wife's friend go from an ardent video game hater ("stupid things are for my kids") to a complete addict in less than 24 hours, and even managed to get my father to take a few swipes at a virtual golf ball.
In short, the Wii is great fun at parties and family events, but the key to its success lies in the control simplicity of Wii Sports. Literally anyone can do it, gamer or no. I think its quite sharp of EA to create a simplified control scheme in something like the Madden franchise. As enjoyable as Madden '07 Wii is for myself and a friend, we're both experienced gamers and ex-jocks; we have strong incentive and a desire to learn and enjoy the more complex control scheme. If you want people to play at parties, however, it has to be as simple as "pick up that white thing and wave it around." (No, the other white thing; put that away.)
Anyhow, smart move by EA -- if they can make it work. The potential of the Wii is huge, but nothing has yet utilized the controller with the elegance of Wii Sports. It's past time for that to change.