I think what you're getting at is that the majority of SEO is pretty straightforward - I know what you mean about rarely discovering something new from SEO sites. The final x% is a bit more challenging.
At one point I put together a pretty basic site with one backlink and barely any attention to content and accidentally ranked #1 in Australia for "make money". One particular page on that site is four paragraphs I threw together and it's made $24k in four years for no effort since. I've had a few other events along those lines too, mostly leveraging the past property I built up and using that as a backlink.