The issue is that it’s really hard in any industry to conjure up significant innovation on a yearly release cycle (it’s really more like 10 months when you factor in holidays, shipping lead time, et al). Most of the improvements are incremental to non existent at best and of course there are the anecdotes of NHL players like P. Kane using a 13 year old O33 Total One build muddying the waters further. That said - I do like what Bauer is doing in releasing stuff like the Sling, ADVs, etc in parallel to their standard lines, or the ODIN project from a few years back (as cheesy as some of those releases and concepts might be). The “think big” type work that looks 3-5-7 years out in conjunction with the annual releases to please the masses (and slowly integrating some of that future tech into the main lines) seems to be a logical approach to me.
All that said - the biggest improvement in stick tech by far in the last few years has been the recoil on lower flex sticks (in my case a senior 70). They used to just lag and fold on me like a pool noodle up until around the Trigger 2 vintage when shooting or battling for loose pucks - but now they recoil and kick like a performance hunting bow which has led to real improvements in quick release power and velocity. @stick9 @psulion22 have had similar experiences and maybe want to chime in.