I hear this all the time, but you have any examples of players who deserve(d) to win the Ballon D'Or besides Messi or Ronaldo? Make that the last 5 years even. The only one I can think of is Xavi in 2010 and it's not totally a disaster that Messi won for his phenomenal year.
You're watching two of the greatest players of all time (I've upgraded Ronaldo to my personal top 10) who are the two most crucial players on their team. I agree that media coverage matters a lot for the Ballon D'Or but if there are players who are dominating the headlines scoring THIS many insane amount of goals, they deserve to win. Without a doubt. Similarly, if there are players that are as consistent and crucial at the highest level for their teams as Messi/Ronaldo, then they deserve to win too. I don't see any goalkeepers goalkeeping as well as Messi/Ronaldo scoring, no defenders defending as well as Messi/Ronaldo scoring and no midfielders midfielding as well as Messi/Ronaldo scoring.
So maybe just accept that this entire era has been dominated by two goal-scoring superstar machines and the general criteria will obviously follow them the most. It's all relative. As one 'best player of the year' award, this is about as good as it can get. I wouldn't mind it being split into best goalie, defender, forward and midfielder