I'm definitely going to be controlling the Gunners (Arsenal) on this one, and it's getting released this Sunday, 30th September in England.
That's just the demo, if I remember rightly. But with a game as great as FM, I guess it's even possible to get hooked by a demo.
I'll probably have a fun game as Arsenal when I start up, just until the first couple of patches have been released and the vast majority of the bugs removed. Then I'll start my "serious" game as a League 2 or Conference side, and see how far I can take them. Getting to 2030 or something and having a league full of regens is one of the most fun things about FM, if you ask me.