Personally, I hate EA and most of their games. HOWEVER, their NFS series has been one that I have enjoyed greatly. I've been playing Forza 2 for a while now, and this will be a welcome change. I usually prefer simulations, but... NFS has always been fun to race (since there's catchup), the cars customize so much nicer, the sense of speed is really good, and the sound of the cars just sound so much more visceral. I'm looking forward to this.
edit: didn't realize they took out roaming and cops... i'll miss that. :/ Getting smashed by police SUVs was always fun.