I think we need to look at the fact that Pokemon is officially the second best selling video game property of all time, then look at the past 4 games (SM, USUM, Let's Go, and now SwSh), and realize that, wow, these games haven't changed that much.
Yes, the games are good and they'll sell well and they absolutely aren't doing the bare minimum for the games like other companies do for yearly franchises but this is also one of the most ludicrous entertainment properties in the world... and they've looked almost unchanged for 4 iterations in a row besides a bit of upscaling.
Do I blame Game Freak for this? No, absolutely not. They do damn good work. I blame The Pokemon Company. They need to put some more budget behind these games. Hell, hire another company to help Game Freak out and come out with some fresh ideas. Anything really to help move the series forward. They're squandering potential.
Could you imagine what an actual Breath of the Wild budget Pokemon game with an Open-world and MMO style trading and battling could be like? The potential is limitless with this franchise but they just keep repeating the same trends.
I'll still buy the game, I'll still love it, but damn guys. I want them to push the envelope. Just once. See how it turns out. If it don't work, hey, no harm then. I was wrong. Go back to the way the games are now. I just want to see them innovate.