That's his point. They don't exist, so there's no merchandise income for him when he has Scottish, Welsh etc. players on his team. He wants 'nations of' citizenships to be implemented in the game.
Even though I do like the sight of that Scottish flag in the player's menu and I would love to get rid of the 'nations of europe' flag from my team page, I think it's a suggestion worth discussing.
Nemo me impune lacessit