I think it comes down more to why put in the effort when your products sell out at the wholesale level before they are even released? I mean if you are selling out why would you bother to add in too many innovations?
I have to say they have done a lot more in recent releases (which is to be commended) but they are tapping into about 50% of their potential with the ability to create some really cool collectables..... but again if you sell out before release date why would you bother with the time and effort?
In relation to a Brilliance type Product...... Select got the price point right, they just didn't make enough cards for the release...... instead of 2 players a team (1 Legend/1 Modern Day) should have done 3 current and 1 legend and maybe a key Rookie.....would have more than doubled their sales instantly and still sold out...... as demand certainly outstripped supply!