New Next-gen Madden Screen(s), plus info about 1st commercial

The more I think about it, the more I wonder why EA went through all this trouble. The commercial has gotten mixed reviews, and given what was showed and the circumstances, they really had no incentive to show it. There were some things that looked bad in the commercial, and it appears as though the video may be really old (contains that concept image from last year). They probably don't have final dev kits from any of the big three, or enough time to get anything out of them. Even Tiburon doesn't seem to understand why they did the commercial, from what I understand. The only thing I can think of is that by being somewhat unimpressive to some, they can really shock us with their final build later in the year. But why all the money and hype with the teaser images and 60 second commercial during the NFL draft just to show CG with PS2 animations that they think they can surpass (or have already surpassed)? I'm sure they could have just shown the clip by itself on the Internet or something like that and saved a ton of money. They probably could have bought another developer or official license with the money they may have wasted this past week.