These things always go in cycles and it isn't just gaming. FIFA changed the game when they introduced FUT, players loved it (me included for a couple of years) and the publishers eyes lit up. The issue is, it's the same with everything, companies see what's working and then totally oversaturate and milk it until either A. people get totally sick of it and stop buying/playing or B. people find an alternative which suddenly gains massive popularity and forces their hands to change.
Unfortunately at the moment, all alternatives are just a play on the FUT model. Battle Royale games are going through a similar patch too. It always used to be arena shooters, then the BR boom, now everyone's trying to be the next BR when actually people are just bored of BRs and need the "next BR" whatever that looks like. The thing is, a lot of the time people don't realise they want an alternative until it arrives, or they do but there isn't one (like now).
Other games or competitors in these markets kind have to follow the trend for fear of being left behind. Remember when FIFA had to adapt to master league, start focusing more on small details like sock tape and low socks because that's what made PES so immersive? However, I'm pretty confident the first game that decides to go back to finding the balance between realism and simulation, rather than tiktok brained madness, will quickly become the blueprint.
Maybe it's my echo chamber but broadly, the sentiment for football game seems as bad as it's ever been. Whatever I watch or read, people are unhappy so it's ripe for a change.
Edit: I actually think smaller, more niche games, are probably more popular than ever. These smaller, alternative games get such huge numbers if and when they blow up. With the sentiment for football games being on the floor I don't think there's ever been a better time for someone to step in. With the foundation eFootball has, a rebrand back to PES, keeping their shitty card system as a separate (maybe even f2p mode like warzone is) would absolutely bang if they got it right. Nostalgia is big business generally right now, unfortunately Konami can't be trusted to do what they need to and polish the game the way they'd need to get it done.