Do you think the homogenization of American Theater has occurred out of laziness--in that it is easier to sell a product which is...

Do you think the homogenization of American Theater has occurred out of laziness--in that it is easier to sell a "product" which is comfortable and familiar to audiences--or necessity: the fear that an audience will not attend a theatrical "product" which is unknown? How can the marketing department address this issue...or can it?