you're partially right... yes the design of ski boots has remained relatively the same. you have a lower shell and and upper cuff and if you're dealing with a three piece boot you have a removeable tongue...
here's the bitch of it:
- boot moulds themselves are not cheap. a full size run of moulds are going to cost anywhere from 500,000 to 1,000,000 euros depending on the boot. this is even before the company starts buying materials.
- coming up with new materials that won't be affected by temperature variances isn't cheap either. then you need to figure out how to bond them together (ie bi-injection shells) so they don't split open when you land flat from 20 ft in the air.
- when creating a new concept/idea, you are paying engineers to try and create the lightest yet strongest product available. this costs money.
- you're dealing with things that need to be anatomically correct. this means you need podiatrists on staff that know exactly what will be going on with the consumer's foot when locked inside of a hard plastic shell.
it's not as simple as saying "lets take this boot and do ________ to it to make it better". there are a ton of things that need to be addressed when making changes. not every company simply comes up with a cool marketing campaign for a 20 year old design that attracts the fanboys like insects to a light bulb.
if it's as easy as you think it is, why haven't there been any new successful brands in the last 10 years...fyi Full Tilt should not be considered new.