I think these rave reviews are going to be the downfall of FIFA. It's not about resting on laurels or anything; it's about them now thinking that their gameplay is spot on, or very much in the right direction. It really isn't. The pace difference between PES and FIFA is mortifying.
Up until recently I've felt that FIFA was the game that needed fewer changes to become perfect, but I think that, as bad as 2008 and 2009 were and as bad as a number of aspects of it are, Konami still have the right mindset in terms of what makes a deep football game. I feel like I can go into the training mode in PES and muck about in free 11 vs 1 mode, learning how to do certain things and improving my understanding of the tools I have to work with. In FIFA, other than trying tricks or making set-pieces, I don't really feel like there's as much there for me to learn or discover. Just look at what EA have done with free kicks as an example. It's appalling.
Unless EA take all the fan criticism to heart (and I don't mean the bugs), FIFA 10 may well be EA's PES 2008 before they have even had a chance to make their PES 5.