Campy and Shimano have to keep their R&D departments active and engaged.
Remember when you used to be able to fix your car? Well, someday in the future, you won't be able to fix your bike either.
http://www.cyclingnews.com/road/2007/tour07/tech/?id=/tech/2007/features/tour_tech_407
http://www.velonews.com/tech/report/articles/13022.0.html
