Ribery couldn't win it after a treble and lost it to cr7 who won 0 that year.
Its not about trophies or anything. Imo, its only who plays better between messi and cr7. Ribery didn't even get the second place back then.
But I get what you are trying to say.
This is why I said "serious contender". Because none of the players that Messi and Ronaldo have competed with in the past years (Ribery, Neuer, Sneijder, Iniesta) have lobbyism going for them.
Ribery is not the same bracket as Kaka, Ronaldinho, Neymar or anyone for that matter in terms of marketability. The guy's face basically looks like a car crash (and I mean it actually IS from a car crash), he doesn't have followers in his own country because people there think he's a thug. And he doesn't have a followership anywhere else either. He also comes from a team that got stigmatized as a "complete machine", which was constantly used against him to diminish his individual impact by stating that "anyone on that team deserved it just as much" while Messi and Ronaldo, are seen as saviors and demi gods that carry teams singlehandedly.
There's a really primitive thought process behind these mechanics, and it also kinda favours South Americans because they are more "individual players" and are often romantically labelled as
iconic heros that give the nation hope, whereas the Europeans have the more boring stereotype going on being
synergetic and they are usually referred to as parts of great collectives. That's marketability then. If Kaka, Ronaldinho, Messi and Ronaldo were all at their peak and competing for the Ballon D'or then the winner would be determined by whoever wins the CL (given that they play for different teams then).
Ballon D'Or is absolute about winning trophies. Or do you really think Ronaldo is a better footballer than Messi?