Is there really that much high-signal data that is not already being used? Is their advantage in finding signals in data that other people overlook, or finding new data sources?
Yes.
> Is their advantage in finding signals in data that other people overlook, or finding new data sources?
Yes.
I won't go into any particular detail, but there is a lot of signal in the market for those who are imaginative. The obvious and low hanging fruit is long gone, but there are still many places that offer an edge.
The industry is also extremely secretive (necessarily so). You'll hardly ever find a good treatise on finding novel signals, but there are tutorials on algo trading in general with examples of production strategies that used to work which have been, as you say, traded away. For that purpose I'd recommend you start here: http://www.decal.org/file/2945