It seems like we are seeing a "phase shift" and not just an incremental improvement. The shift seems to have caught a lot of the big players "flat footed" for the most part leaving them looking fat and happy with what now look like "legacy" product lineups representing slight improvements each year.
Assuming buyers are not knowledgeable and are brand loyal I guess it is not an issue. The established brands will be able to sell heavy bikes with bloated frames, marginal suspensions and have the prolific reviewers churn out ratings with them best of the shootout.
However... speaking of the smaller brands, the more nimble companies with vision and insight have recognized that it was time to up the game and move toward the new, lighter, smaller, more powerful motors with frames that are less bulky and positioned themselves well for the what feels like a quantum shift "decade level change".
I see competition as the reality check that R&D is critical for future success. It is time for innovation - necessity is the mother of invention.