FM2010 is a lot better than previous versions. A lot better.
Watching the 3d is pretty much essential as it gives you a good indication of where you are going wrong. I have found that the tactical advice given by the coaches is inconsistent, some will lead you to win games, other times it will ensure you lose. I have started in the lower leagues and find that as a basic rule it works well to have a high defensive line and play wide against slow strikers or those good in the air and to sit deep and play narrow against pacy but weak strikers.
I am finding playing away really easy and can read where it's going wrong and more often than not win. At home my record isn't as good, I find it particularly hard to beat less capable teams, particularly those who play really narrow and defend. I never seem to score against them and will finish with a 2-0 defeat from two headers from set pieces after having 18 shots and 7 clear cut chances. I think my current season in L2 finished with a home record of W10 D3 L10 and an away record of W20 D2 L1.
The player roles and duties are a massive step forwards in the series. They should however follow this up by removing the sliders completely in the next version. Instructions in football management are all verbal, you get Mourinho saying, "Play deeper" rather than saying "Play seven notches up from the bottom". The shouts are also really useful and can have a real impact.
And as mentioned, those people hoovering up the talent as Man City? If you don't support City, what other excuse is there to use them bar getting to know the game with it's easiest possible challenge? It reminds me of when I was a kid and I'd spend days editing Championship Manager to make Everton brilliant, then stop playing it the day after because it was boring.