If you ever get a chance to peruse the EA boards you'd see why the game is the way that it is.
Online worldwide tournaments, general online ranked matches, and authentic kits, shoes, faces, etc. are the things that get brought up by the majority of the people that post on the EA boards.
Again, majority. There are several people that post there are LIVID about the lack of depth that this game has. Unfortunately they are a minority. Even in the FIFA Soccer Blog review podcast the reviewer harped about the incorrect font color on a uniform for an extended amount of time. I thought the guy was going to burst into tears. Ridiculous.
To EA's credit they have given their "community" what they are asking for. Great online play, rankings, tournaments, licensing, kits, faces, boots, etc., and improved gameplay. To a lot of people that makes FIFA, "the most realistic football game ever."
The problem again(at least it seems so) for FIFA 10 will be lack of gameplay modes. Be a Pro is useless to me, it sounds like MM is a mess, but I'll make my own decision on that, and I can't stand playing online except for playing a few people that I know. For me, FIFA is about creating tournaments and exhibitions. Sad but true. The "other game" is for Champions League mode, Manager Mode (it's stale), and Become A Legend which has been the most addictive gameplay mode I've played in years.
As with any other game it just comes down to what you can live with and what you can't. I'll be getting FIFA 10 and PES and I'll enjoy both for different reasons just like NBA Live 10 and 2K10.