I give you NCAA but I challenge you to say that Madden hasn't seen steady improvement since Ian Cummings took over the producers job for Madden.
I didn't play Madden much last year. I've heard good things about Ian Cummings, though, and I know that Madden is usually at least a year ahead of NCAA.
What bugs me in NCAA, and previous versions of next-gen Madden, is the faulty animation-based engine, pathetic DB/WR interactions, and terrible OLine/DLine interactions. On top of that, NCAA sports psychic CPU defense... call a pass play, CPU is in nickel. Call a run play, CPU is in 4-4. It's ridiculous.
Madden may be stepping it up, but do you think they would have dragged their feet into the next gen games if 2K had been producing a game?
In general, these exclusive deals are good for the company that gets the deal and terrible for everyone else.