EA made a promotional website to promote the new Madden. It's basically a bunch of preselected players and backgrounds, which can be combined with your choice of text to make a trash-talk GIF.
So the internet has decided to abuse it.
I've been following it on tumblr all day, there's a variety of examples and notes have been steadily increasing. The most popular post is at around 4500, but this is for something that only started in the last day or two. Origin is probably from this Polygon article
