NFS is returning to it's original routes with some Criterion influence, my god this could be the best announcement of E3! The original NFS games were by far my favorite back in the day, I played the hell out of them until they went the way of street racing.  I did continue to play them, but there is nothing like the old Hot Pursuit days. Of course this means no new Burnout until 2011, but that was the rumor for a while now so I kind of expected it and can live. 
 
Depending on how they simplify Madden, I may pick up my first Football game since the SNES Tecmo Bowl games, those things were a blast and still are to this day. Honestly, nothing else really impressed me from EA this year. Yes games look good, but nothing that really caught my eye unless you want to count that LIVE Broadcast thing. The idea sounds great, but implementation & interest after about a month are a big question mark for me.