You need to open up your eyes, juices. Game programmers are constantly experimenting and using new techniques to games look better and run faster, use less memory, make better use of existing hardware. You're deluded if you think that programmers have "settled down" and "copy and paste" and aren't doing crazy things with the 360 hardware to squeeze more power of the system.
There is a wall - a point where not much else can be done with the hardware, but we haven't hit it yet. In the last year we've seen games release with screen space ambient occlusion and sparse virtual textures, both of which increase the graphical fidelity as well as use less memory than previous techniques. (SSAO can allow developers to use lower resolution lightmaps and still get nice looking lighting making better use of memory, and sparse virtual textures load only the textures that are required into memory, allowing developers to display higher resolution textures of only what is needed).
As others have pointed out, Gears 2, Mass Effect 2, Left 4 Dead 2, etc. all look better on the same hardware.
Pull your head out of your ass, you sound like an ignorant dick.
