You mean they got better? I've been using Postgres, MySQL, and SQL Server professionally for over 20 years (Postgres for only 15), but they've only become better & faster over time. I don't see this "technology craze" you mention, but I have seen things like parallel processing, bitmap indexes, selective indexes, query plans that use multiple indexes, online index creation (no locking), support for complex data types like JSON or XML, partitioning, vastly improved resource usage (CPU+memory+disk) just to name a few.
This doesn't even include some of the cool vendor-specific features like foreign data wrappers (FDW) in Postgres, embedded language runtime support (SQL Server can do .NET, Python, R) and so on.
> so vendors add their own features
Of course they do, RDBMS' are products.