EA Sports finds itself in the usual position as the proverbial boy who cried "wolf" with Madden 10. After so many years of repetition, their annual proclamation of the latest game being the "best ever" sounds increasingly hollow. Not that they could say much else; "A little better than last year" isn't exactly a strong selling point. Nonetheless, when looking back over the franchise's history, the "little bit better" seasons far outnumber the major upgrades. It's too early to tell which tag will apply to this season, but a first, albeit brief, turn playing Madden 10 hints that they're close to another breakout.