That sounds like a mature and competitive field. I am suspicious of companies and fields where people aren't working like this. Look at the car industry, or energy, or farming, or shipping, or even aerospace. Only one of every thousand engineers at Boeing will ever decide the shape of an aircraft wing. The other 99% are there to implement and optimize its construction. Any company not spending 99% of its energies on optimization does not operate in a competitive environment and is therefore very likely on borrowed time. Eventually a competitor will appear or an IP monopoly expire and the easy times will be over.