There is an enormous tendency for people to do what other people are doing in marketing.
There are several forces driving this, not the least of which is, an assumption that someone else knows what they are doing.
A lot of the time it just isn't so.
The fact that it is being done by a multi-billion dollar corporation doesn't mean it is even vaguely sensible.
There's another point.
If everyone is doing "A", how are you going to be noticed if you also do "A"?
The success of a Steve Jobs in repeatedly revitalizing Apple and launching blockbuster products, comes in part from NOT doing what everyone else is doing.
Come on people. Let's get a little adventurous.