TLDR: the real innovations that should be encouraged were those of gameplay and contents (good or bad, they always could fix it), not “innovations” as excuses for less work and less thought
What were real innovations
Universal techtree updates in the Conquerors
Regional units
QoL improvements
Elite unit skins
I’d even count Chronicles
You don’t just need to come up with them. You need to think about how to make them work well
Why V&V is not
You need to think, do the research, do the writing, do the programming, to make a good campaign
“Let’s break that mode and invent a new DLC concept” only takes you a second, and their only purpose was to reuse work and milk the fanbase. That was not innovation
Why 3K is not
Is there anything new it really offers? Heroes? You can add it to basically any civ
Most of the campaigns added before were not extremely popular ones. Was El Cid 3K-level popular when AOC was released? Why did it still work? Because ES spend their efforts. The previous DLC campaigns required research into unknown topics and writing. They need to dig into materials within the game’s theme and try to fit them in.
You just need a five minute talk with a whiteboard to come up with 3K
They did it because they want to reuse work and borrow some free advertising material. They didn’t want to think about other ways to make the DLC more appealing like they did to previous ones. “Breaking the formula” is the cheapest one.
Conclusion
On the surface, WE had been “bold” that they kept breaking their games’ formulae. In fact, they had become more and more afraid of real changes, and only made “changes” to avoid them. They broke the formula only when it led to less thinking and less work.