Layperson here, but my impression is that "let's see if a bigger network can make even prettier text" has _worked_ far beyond the point most people expected it would stop working.
Also my layperson impression: most "researchers" that are on the cutting edge of cool things are more interested in seeing what cool things they can do than on doing rigorous science (which makes sense -- if you optimize for rigorous science, your stuff probably isn't as flashy as the stuff produced by people optimizing for flash).