One of the most noticeable symptoms of the general progression is how everything now seems to be 'the best ever'.
Be it the best ever goal in the history of football (seems to happen monthly), best ever player, best ever team (ironically seems to be one that doesn't win either the league or the CL currently, but still best ever). Nothing can simply be 'good' anymore, has to be better than what has gone before.
I'm sure it's just part of the necessary marketing associated with the obscene amounts of money swirling around the upper echelons of the game now but still really telling of the fact we are now firmly in the era of sports entertainment rather than sporting competition.