Senior producer Phil Frazier calls Madden NFL 10 a "reset." That's a tough buzzword to sell, especially for Madden, which is reappearing this August as its twenty-something-ith iteration. Despite its massive following, Joystiq has largely treated the series as uninteresting. Year in, year out, the process has grown mechanical: the annual announcement, followed by details of game enhancements, and then, of course, a look at those supposedly cursed cover athletes. Then, silence. The game's released. A few months later, news of its sales dominance. Rinse. Repeat. Reset.