Personally, I think they need to do some promos based around smaller clubs or add more promo cards to account for smaller clubs. The biggest problem is that they mainly work around players that are popular in game, but it also wouldn't surprise me if there is some sort of deal when obtaining rights that means they have to promo bigger clubs.
Even if they made the players a lower rating it could be accounted for with evos, but they also probably think that people can just evo the players from the club they support. Without knowing the inner workings of EA it's pure speculation on my part, but nothing that I've said would surprise me.