What happened to anime originality over the past 10 years?

It feels like we've been bombarded with endless isekai anime, most of which are forgettable flops. Only a handful are genuinely top s tier, and you could probably count them on your fingers 🥀

Back in the day, it felt like every new anime brought something fresh to the table: unique concepts, interesting worlds, and original storytelling.

I guess we have Sword Art Online to thank, at least partly, for popularizing the modern isekai craze. But here's the thing: SAO actually did something special. Despite its flaws, and even if we can debate the quality of its middle seasons, its last season was absolute fire.

So what happened ? Did the anime industry run out of original ideas, or did studios simply discover that recycling the same isekai formula is a safer bet ?