Well it looks very good but if you put it up next to FIFA 10 only the most hardcore fan would be able to tell the difference. Is that bad? Not necessarily. But I think that does make it difficult to get excited for it.
I'm not in a situation where I could watch it closely, but I did niotice the difference in dribbling. Looks tighter and players seem to more easily shake defenders. I also felt that Arsenal played, well, very Arsenal-like. Is that Personality+? I don't know, maybe it's just the player or maybe it's just the better game mechanics being used to its full effect? I did, however, have difficulty noticing any "personality" differences between players, though that may be something that must be felt rather than seen.
Overall, the pace of play was good, however I'm bothered that it seemed to lack any semblance of "ebb and flow" and instead it was played at a constant pace. There were no moments of the natural pause that occurs in a game, like when possession changes, defenses reposition, and the player on the ball will stop and survey the situation. Instead, player gets ball and defenders home-in, albeit not as feverishly as in the past. Still, it seems like little tactical thought goes into gameplay.
I think you guys who've already played it and treated us with your impressions described the game well. Whoever said it I think was spot on by saying that those who already love the game will see this as an excellent edition without peer, and in many ways it is, however those fans who take major issue with some aspects of FIFA 10 and the WC game, like myself, may not be impressed enough (though I can't see myself not buying the damn game!).