Similarly, it doesn't mean it's all over for the runner. Rather than animate a three- or four-man rodeo as a Quicktime event with an irrevocable outcome (usually falling somewhere near the point of contact) the game now gives you some control to manipulate the direction of the impending pileup.
Moreover, you'll sometimes "have an offensive lineman hit you in the back and give you that first down." Just so long as that's all nice and incidental, m'friend. Otherwise, will this year's Madden include the rarely-ever called "helping the runner" penalty?
Monday Night Madden: Pro-Tak [GameTrailers]