D&D is 'generic' in that it's in the genre of D&D fantasy, a genre or subgenre which D&D in its various versions created.
It's not wise to expect great creativity and invention outside of specific game worlds; without context and depth such isolated bits will tend to gimmickry. Within specific game worlds, Wizards *is* publishing Forgotten Realms sourcebooks, and though they're compromised somewhat to sell as D&D books too, the imminent Serpent Kingdoms *is* largely by Ed Greenwood and Eric Boyd, who don't do less than excellent work.
It's not wise to expect great creativity and invention outside of specific game worlds; without context and depth such isolated bits will tend to gimmickry. Within specific game worlds, Wizards *is* publishing Forgotten Realms sourcebooks, and though they're compromised somewhat to sell as D&D books too, the imminent Serpent Kingdoms *is* largely by Ed Greenwood and Eric Boyd, who don't do less than excellent work.