The question really translates to: why companies are not taking risks today? The bigger risks are - the larger would be the profits from exploiting the risks. Creativity and innovation are huge risks but you you need to take them if you want to be successful today. "me too" strategy won't take you far. Apple is the best example for this point. Remember Steve Jobs announcing "year of copycats"?
One explanation could be that most people find that the pain of losing a set amount of money is greater in magnitude than the joy of making that same amount of money.
Also, it's simply political. When you have shareholders who all hold different beliefs and levels of risk-aversion, things get messy.
