Welcome to the world of production line creativity:
1. Make Game
2. Release sequel with minor addons
3. Profit.
EA have been doing this for years. Personally I'd much prefer to have a larger variety of games styles rather than new Football game 2008. It's the same in the movie industry. Everyone is too scared to break the mold, so you end up with the same game/film but with prettier graphics.
*sigh*
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