Doubtless there is a scale difference in some respects. But If I am aware of someone's designs, not to mention all the stuff in vintage bike mags, it's not innovation, it's back to marketing. There is absolutely nothing wrong with being a style leader, or marketer, but it's what it is.

The one disadvantage the Riv type shop has it it really isn't based on the performance of the people running it, or one doesn't hear much about that if it is. Other shops doing similar stuff are based on racing or touring achievements of the owners, and that's where the innovation comes from.