I'm surprised EA let these guys get to THIS point. Usually EA sees something new and amazing and immediately is up in their face either to "help them along" and eventually buy them and their technology out, or just take them over with a huge buyout.
Depending on the success of this title it could slowly and then build up to be the next madden and EA would still be making canned animations.
I wonder if that's why they haven't stated their publishing goals yet. I wouldn't be surprised if EA buys them out in the next 6-8 months and moves them all into Tiburon.