I haven't noticed that so much in my case but that may be because I haven't sold that many players. I think its come up half a ball each update for me. What I did notice was that it goes down whenever I sell any player. I have kept a core group of 4 starters who've been in the team since I started playing. 2 of those players play over 40 minutes a game and still that rating is only 1.5 stars. Fans seem to have trouble identifying 'star players'.