Well, the CPU controlled teams don't sub their guys as much as real NFL teams do. As you said, Jacobs had 400 carries while Bradshaw had barely a dozen. In the real life, Jacobs would get around 3000 carries and Bradshaw, 100.
As a result, the yards per season is also way higher than normal. One year, in my franchise, my DeAngelo Williams had 1999 yards (I'm a run heavy type in franchise mode), and he finished second! Micheal Turner had 2051 yards! The year after, he slowed down to 1900's yards, but it's still way too high.
At least, it's better than in Madden 08. I sometimes play with it on my GC and, after finishing a Superstar season, LT had 2400 rushing yards on about 450 attempts...