The question really translates to: why companies are not taking risks today? The bigger risks are - the larger would be the profits from exploiting the risks. Creativity and innovation are huge risks but you you need to take them if you want to be successful today. "me too" strategy won't take you far. Apple is the best example for this point. Remember Steve Jobs announcing "year of copycats"?
Lookup the german Samwer brothers for example...