Max ☢ said:
Indeed - Canon is particularly known on the market to "play it safe" and target just the "good enough" point (i.e. no fancy bells and whistles, which apparently annoys quite some users here) in order to secure a leading market position with the minimum of risk taking.
Historically, that's not how Canon became king of the hill.
They abandoned their entire library of lenses to implement the EOS system. They pioneered Image Stabilization. They were one of the first manufacturers to push heavily for full frame. More recently their supertelephoto lenses are some of the best examples of optics on the market, and as controversial as it may be here, lets not forget the video features on the 5D2.
Canon built their empire on cutting edge technology, plus their products are generally solid. I really don't think they would be where they are right now just matching the competition spec for spec.
Ever since the 90's they have been doing new and exciting things on a regular basis, that hasn't changed. What I do think has changed significantly is the way people view the industry, our definition of "regular basis" has changed. People want yearly updates now, if not monthly, whereas before waiting a few years between big announcements was "normal".
Basically people here have psyched themselves into a vortex of expectations, and everyone inside Canon is probably just doing what they have always done.
Come 2020, I'm sure a review of this decade won't be much different from the last.