If this IS true (Hopefully it is), here's my guess as to what'll happen.
If it sells even DOUBLE of what it has sold in the past (in other word, about 500,00 units), that on next years release, they may raise the price another $5 - $10. Thay may seem kinda "eh" on Sega's part, but they are obviously trying to attract new buyers, and Maddenites to buy the game. I've seen SEVERAL Maddenites say they'll buy the game, if it's only at $20.
And then, there are those who swear by Madden until the end.
I remember seeing a post at Utopia Football, that the guy said something like this "IF I want arcade like gameplay, I'll buy 2K. I'll buy Madden if I want action that's as close to the real thing."
Uh... yeah.... I believe it's the other way around there....