Companies aren’t innovative. Once they land on a formula they just keep using it. Eventually it gets stale and the company crashes or buys another company that had a good idea and runs it into the ground. Innovative games happen when a AAA company happens to acquire an indie studio at the right time to give them runway to properly polish their game.
Advertising better cuts to publishers doesn’t mean much when the price is the same across platforms. If epic was consistently 10% cheaper than steam it would get better traction.