Good point mate. The way the RS dominated media built up Suarez last season, good as he was, was designed to put the frighteners up the opposition, supporters, managers and players. By and large it worked and he ran riot. They are doing the same with Sterling. The great build up to being 'world class' 'tore up the world cup', 'played Norway off the park', 'destroyed Spurs', 'will be a handful for all teams this season' etc.etc.etc.. As Uruguay showed, and Italy in the second half, double up on him and show him the outside and he becomes not so effective.
That is not to say he can't play, but the whole RS dominated media circus would have us believe that he is Messi, Gorgie Best, Pele, Cruyff, Maradona all rolled into one perfect footballer that is already world class. The 'hard to stop' overplaying of his ability will work with some managers, players and supporters, others will be able to work out how to play against him. Let's see by Christmas how he is doing.