I buy the new FIFA every year (PSP), but this year I feel a little ripped off as the gameplay is nearly identical. All that I can notice that is ever so slightly different is what happens when players collide (slightly more realistic momentum). Other than that all that is different is that the teams are up to date with deadline day transfers and Andy Townsend is now co-commentating. If EA Sports were fair they would let you simply download the new teams, rather than charge you full price and con you into thinking the gameplay has improved.
That said I am addicted and still enjoy playing!