How can you say that, where are your figures/stats/evidence?
For starters I'm 1 person, so the market is not O. And I know of others, and I know I'm not alone. Clearly you don't work in test and measurement.
Moreover, this article alone has raised the matter of additional features.
Anyway, it's only a matter of time until some (likely small) manufacturer breaks the boring mold and steps out. That's inevitable because the market is already saturated with phones that all have exactly the same features.