there have been very, very few game changing advances in golf clubs over the past decade and in some cases longer. Perhaps the adjustable hosel / interchangeable shaft is the most recent and biggest....even that tech was out a long time ago just not widespread.
Like with any consumer product new models come out every year or so with maybe a few cosmetic changes a feature here or there that differs and tons of hype....that can be from phones/cars/tv's/ running shoes etc to golf clubs.
Some people like to drive a new car every few years and some people like to get a new phone every year, it isn't always because the previous was outdated or no good, but they simply want to and like new things. I know lots of guys who swap out their bag every season or two....why, because they can. 😉