All of that was definitely in preparation for this day, I reckon. The good thing about a ten-year license is that you know with about three years left whether you're realistically going to be able to renew it or not, and if not, you can start doing what you can to live without it.
But out of the box, playing with e.g. a licensed Liverpool in an unlicensed England League is just shiiiiiit, from an aesthetic point of view. Real shirts v T-shirts. There is literally no point to that club license IMO - except for the stadium.
When the whole game is anonymised, though (Manchester Reds and all that), it'd be better if we could just build a generic stadium that looks similar to it - if they then invested the money they'd saved on the license back into programmers, and gameplay.
But it would go straight into the back pocket.
More than anything, I think the club licenses are marketing tools as far as Konami are concerned. Maybe they think a lot of people in Liverpool buy PES because it's the Liverpool FC game. I'm betting they haven't...