I think that's a question we need to ask ourselves. What are we really doing? We should pose this question, and then see if we actually differentiate ourselves.
Originality might be overvalued these days, and in exchange for execution and conventional standards we are handed sub-par work.
At the same time, Originality is undervalued, and in exchange for Originality we are handed picture perfect pieces of media which lack any distinction.
Should we do something different?
I don't know if doing something different is important or not, but we should all do something.