There were over ninety style categories awarded this year. If you want to earn medals, it's in your interest to try for the smaller niche categories. For a big, well-known brewery, they're going to be largely concentrating on more mainstream styles with lots of competition.
On the other hand, brewing a less popular style isn't as big of a commitment for a smaller brewery and having a niche can be a good differentiator. Just over the weekend, I happened to stop into Blind Tiger in Topeka. I'd never heard of them, but you walk in and they've got a dozen GABF medals and several World Beer Cup certificates in a case near the entrance. If you look, they're for bock, or smoke beer, or rye beer, or Kolsch.
In any case, I'm pretty thrilled to see such strong showings from lesser known entrants. It's absolutely the direction I like seeing. Less truck chasing. More local beer.