SpaceX wants to go to Mars. Why haven't they yet? Do you consider them uninnovative? Or maybe they're just taking their time getting the technology right, because they know (1) they're leading the industry already, and (2) if they fuck it up, it would be a highly expensive mistake they probably wouldn't recover from.
If your definition of "innovation" is "irreparably risking your business and customers' lives in the pursuit of profit", I sincerely hope I never have to interact with you in any way in the future.