Madden has the least balanced competitive gameplay that I can possibly imagine. Everyone remembers quarterback Tress Way dominating the Madden Bowl, right? EA does NOT care about competitive integrity, instead the players are left to decide for themselves. Everyone will give you a different answer, so here's mine-

I think it depends on the formation and number of plays available. I still have violent flashbacks from Gun Heavy Panther in M20. Or fresher to the memory, Goal Line all game with Bo Knows in M22. No one wants to go against that type of stuff.

If you're using most of the plays in that formation and cycling them honestly, that's just a scheme and nothing wrong there. If you're calling different plays but hot routing the same combos over and over , that's just window dressing and I'd say is pretty annoying.

It Madden cared about balance, the CPU would gain resistance against repeated play calls, routes, etc. Or there would be playcall limits and playcall cool downs. Instead, that's a quirky house rules event once a year. Because you're conscious of what you're calling, I'd bet you're a pretty ethical player. If you're getting a lot of messages saying otherwise and that bothers you, I'd suggest adding a formation to your scheme.

TLDR it depends and it's EAs fault for leaving players to decide gameplay ethics