Well, one can easily make an argument that anything besides T05/Evolutions and H3 has been deemed superfluous by the market.
Of course you are right, companies cannot lean back.
First an alternative to speed-glueing, then an alternative to t05. Then after all the high-performance stuff came the new "easy play" Tensor rubbers (Acuda blue and the likes) and of course now rubbers optimized for
the (err, which of all the quite different ones?) plastic ball and "entry" Tensors with even more reduced speed glue effect or "new" classic rubbers.
Why so many people settled for Evolution over bluefire or Rasant still is a mystery to me btw, for sure the marketing was good ...
But right now it seems we´ve seen it all - which is probably even true - and each new rubber creates a smaller buzz than the ones before.
The newest innovation (thinner topsheet, thicker sponge) is not so new after all, Japanese rubbers have all but lost their myth (the last time it worked was when Tibhar made pretend that Evo rubbers were made in Japan ...), and in the midst of it one new Butterfly rubber (Rozena) gets so much attention because it´s "cheaper" ...