It's beyond hoping it will get better. I don't even bother anymore. I used to think that maybe they were stuck in a rut so I would hope every year that they figured it out.
Now I realize that slow-responding menus (which basically means you are sitting around waiting for saving/loading for literally half the time you spend in menus... which is a lot of the time if you want to do the GM stuff), stale gameplay, and few if any upgrades to graphics, models, textures, and physics are all part of the plan. They aren't stuck in the rut, they positioned themselves there.
They WANT to give the same experience to everyone, every year, because the idiots keep lapping it up. Actually changing (by improving) the product would create something that the Madden fanbase is unfamiliar with, but it's become such an industry and such an e-sport that any major changes would be rejected by the community because they wouldn't be able to pick up where they left off last year. It's like Call of Duty, they put out the same crap every year, I stopped playing that as well.
Once it becomes a mainstream phenomenon, forget it. Gameplay will get stale quickly, the changes are all likely to be annoying rather than innovative and exciting, and the lowest common denominator (which is the majority, sadly) will continue to shell out $60 bucks for it thereby ensuring more sophisticated consumers will never get anything that appeals to them ever again.