Even if different data are being generated, the compression is still predictable. There must be something in the gzip header indicating the level of compression (to ensure that the correct decompression algorithm is used). Point being, there's nothing stopping the AV program from figuring out which compressed signature is the correct one. It can even compress the raw signature on the fly.
On your second point I agree. I'll refrain from ranting about AV programs here, but suffice to say there hasn't been enough innovation in the field because AV companies are able to sell substandard products and still make good money.