People's impression matters. It is not like this award is having no suspense left as it will be given to Messi every year as long as he still plays. Despite the fact that Messi is widely regarded as the best player in the world, those players that have had magnificent performances will still be making a big impression on the voting audience, I think.
What I am simply saying is this: Ribery is riding on a huge wave of Bayern hype, in addition his own performance has been not too bad; CR7 is roaring ahead with goal count (which alone might not be decisive, but definitely wouldn't hurt); meanwhile Messi is in a slump at this critical time when good, eye-catching performances might swing those undecided voters (voting ends at the end of November I think). That's why I am so disheartened.
Again, I know, I probably care more about this award that Messi himself. Can't help it, just want him to win!