It is a football management game, what else are you expecting? The fundamentals aren't going to change it so much into becoming Halo or The Sims!
Does FM09 have backroom advice system of FM10? No it doesn't.
Does FM09 have a tactics wizard? No it doesn't.
Does FM09 have stadiums, fans, weather effects, the over 100 new animations of FM10? No it doesn't
Does FM 09 have the massively improved and accurate match engine of FM10? No it doesn't
etc etc etc