look at the top ski films: MSP, Rage, Poor Boyz, Theory-3, etc... how do they stand above the rest? most people will say top pros but in hindsight Theory-3 and Rage don't have the same athlete lists that MSP and Poor Boyz have so they need to make something people want to watch. personally, i don't like watching a film that is simply trick to trick to trick to trick (ie Ski Porn). now companies are realizing that they need to make films that not only have a high level of riding but are also aesthetically pleasing. the sunset shots from MSP or the night-time shots from Rage and even the blower pow from Theory-3 make the viewer want to watch it again and again.
the whole EPIC trailers are a testament to the film makers' desire to make a good film and that film making has evolved from being some guy filming his friends hitting jumps. the use of helicopters, ziplines, a dolly (more in bike films), etc... show that people are getting creative and are trying to find that new angle for their shots.
if want to shit on companies for making films and trying to make them enjoyable for you, the consumer, go ahead. but everyone else will still challenge you to make something better than them!