The market place is still reacting to Glock. Glock doesn't need to "step up". I'm sure they're paying attention, though.
Just a few points come to mind:
Match Grade Barrels: Glock sells ready-to-use, reliable most anywhere in the world, combat handguns. Match Grade Barrels would not improve the bottom line here.
External Safeties, De-Cockers, Etc. You don't think Gaston Glock was aware of all these doodads, and consciously avoided them, when producing his design? They were, in fact, by design eliminated. Introducing them would not be progress or product evolution.
Interchangeable Palm Swells and Back Straps Why don't we demand Euro-curves of 1911s? It must be doable. Like Marv said in Sin City, 'Cars today all look like electric razors.' But comfort is subjective, and I guess if you really like these features you should buy those brands. Still, those pop-out palm swells and back straps have got to reduce the rigidity, and thus weaken the frame; and those models offering this feature are not exactly battle-tested.
Appearance & Aesthetics It's a Glock. What did you expect? Besides, there's a huge aftermarket for this purpose. If you still hate them, buy something else.
Exceptions I'd like to see high quality sights as standard, and a true Long-Slide version of .40, .45 & 10 mm, with front and rear cocking serrations. But that's me.
--Ray