FWIW, I believe it was stated by EA that in the final build roster Franzen would be an 80, as the numbers in the beta build were not final. That said, yes the ratings (especially overall) are odd in numerous cases, which is part of what caused me to edit nearly every NHL player in 08...
I guess everyone will never be happy with ratings though, as they are so subjective. I know I'm guilty of over-valuing certain players based on the team they play for (ie, the Penguins) at times. For example, last year I re-rated Colby Armstrong to an 80 or 81. Well, after the trade, I thought to myself -- "81? Nah, he should probably be more like a 78 or 79..."
More on the topic, the individual penalty sliders are cool, as well as the option to tweak so many aspects of gameplay -- even if it does lead to a lot of fiddling. One thing I'd like to see added in the slider department that I think would greatly benefit hockey gaming are AI tendency sliders. Examples might be: Attempts One-timers, Pinches in Off Zone, Checking Frequency, Pass vs Shoot (more for 2 or 3 on one situations), Steps up at Blueline/Collapses into Zone, Dump-in Frequency, etc. If these types of settings could be implemented, it might be a much more effective way of tailoring the gameplay to the user's liking...
PS - I would love to see Satan (87), Sykora (89) or Gonchar (90) beat Malkin (85) in a straight line skate-off...