You might disagree with me, but this is only my personal opinion and i am not saying one is a trash card. You might have liked One more than the other and it's completely fine, everyone has their own opinions and experience with players. 

I used them both at AMF with these builds, and on paper Maddison should be performing better than Rui Costa. But for some reason Rui Costa feels much better when i use him. 

His movement on the pitch is much better than Maddison, his passes also seem to be slightly more reliable ( i have given them both low lofted pass so their passing skills are basically the same)  

Finishing wise both seem average to me, although Maddison is much better in freekicks.  The dribbling part felt like a huge gap. Rui Costa is smoother and better at dribbling, while Maddison falls apart easily. He feels weak, only some pressure can make him fall apart.  

Also surprisingly Rui Costa was much more active during attack than Maddison, and also intercepting more passes unlike him, although he has lesser defensive stats.  Often i was lost searching where Maddison is while attacking, that never happened with Rui Costa

I grinded for Maddison thinking he will be a better Rui Costa, but that just did not happen. I guess the grind was not worth it for me. 

After using Daily game Rui Costa, Maddison felt very disappointing to me