I think that it is cyclical and the common denominator is NEW. Nothing sells like NEW, so adding features or stripping weight can accomplish the same thing, another NEW product. Talk to a salesman and you will find that most novices will equate NEW with BETTER.
Once you have carried a pack with a zillion straps and bits flying around, the next time you may look for something simpler but maybe with some added features that you find useful. For example the ULA packs have a lot less dangly bits, but I love those hip belt pockets...
Still, most brands now have a range of products , so you can pick and choose what you like. You may have to change model so your Osprey Aether 60 could be replaced by the simpler/lighter Exos.
Franco
Yes, in practice there is more difference between theory and practice than in theory....