Being a committed gaming non-snob, I once made an effort to play Madden (2007 or so), reasoning that despite the sneers of hardcore gamers, one of the most popular game series of all time must have a lot going for it. I couldn't make head or tail of it. I couldn't find a tutorial, I couldn't find anything useful in the manual, I couldn't even find an "easy mode" that was gentle enough to play without getting steamrolled. I've never played the series before, and I'm not American, but I have a basic understanding of the rules of gridiron football (Friday Night Lights is one of my favourite TV series) but I just didn't know what buttons to press.
Now, the game might have had a tutorial in there somewhere, but the menu was so unclear I just couldn't find it. From talking to friends who get every game in the series, it seems the designers have just forgotten that there are people to whom Madden 2010 might be their very first experience of the game. EA Sports, in the words of the snippy retail customer, you just lost a customer.