Of course there is no definitive answer to this and there was variation by country. But perception in England seemed clear at the time.
Sobers' decline began after his first full season of county cricket in 1968. The increased workload led to staleness, and fallout from his Trinidad declaration earlier that year dampened his enthusiasm for Test cricket. There were still outstanding innings to come of course. His main rival was Graeme Pollock. The 1968-69 England tour to South Africa was cancelled but Pollock was in great form domestically and perceived by many as the world's best batsman. The odd comment came out of Australia that a reluctance to hook was a weakness and that Ian Chappell was a better player. Chappell was subsequently targeted by the South Africans and suffered a lean series in 1970.
During the second Test of that series in Durban, Barry Richards would have scored the only hundred before lunch against Australia but for timewasting by skipper Lawry. Chappell recalls a conversation in the slips along the lines that they were now watching the world's best batsman. Unfortunately for the Australians, Pollock overheard, took a fresh guard, and stayed until he had made 274. In the last Test Richards scored 81 and 126 with the same nonchalant ease. A year later he was offered a dollar a run by South Australia and averaged over a hundred, with 325 in a day against a young Lillee, McKenzie and Tony Lock, three weeks after making an effortless 224 against the English tourists who were in doubt that he was the best.
That remained the view in England until 1975. An English Test tour to South Africa was scheduled for 1975-76 and Lord's declined to arrange other trips, hoping it might still go ahead. During the first half of the 1970s it was still thought that Richards might play international cricket again. Discussion centred around the identity of the second best batsman, with Boycott in the frame at first, followed briefly by Lawrence Rowe then Greg Chappell.
Pollock had remained in South Africa where he was still regarded as number one. In the Caribbean there was admiration for Gavaskar, but not at the expense of their own Rowe, Kallicharran and Lloyd. The last two comfortably outperformed Gavaskar in India, and Majid and Zaheer in Pakistan, in 1974-75, then shone at the first World Cup. The following year Barry Richards' crown passed to namesake Viv.