I don't think this is necessarily true because the people designing products are not the same people creating/implementing them. Even the most innovative company of the planet has some programmers and sysadmins doing "bookish" jobs as you say.
Don't fall in the trap of thinking a smart and well trained tech can't be creative; there's some code out there that is a work of art and can inspire awe in everyone. Don't think that if their work is not evident or easy to comprehend it is not creative.