I think they are going about selling this all wrong because you're right, they way they are describing makes me believe that ratings never really mattered outside of speed/strength. Pretty much all pro games have made authentic graphical representation a must but unlike the others (NBA, NHL?, Madden) FIFA has had little difference in the on-field playing styles differentiating players. 1st touches are the same for 2nd tier English players and Messi. Average MFs can pass like Xavi & Pirlo. ST's can tackle and win battles like Defenders. Hopefully this is a step towards eliminating that.
I don't expect all the players to play 100% realistic but there needs to be different running styles, animations that only certain players can do, tricks/skills limited to players with ability, etc...