Some people would say they have been playing the long game ... how many years have they been in business?
I agree some of their new machines look bare, but it would not take much with their current resources to up their game if they feel they need to.
IMDN is one of the best machines I have played in recent times and it basically has 0 toys and if full of flat plastics.

Competition is always good for the consumer.
I hope AP continues to produce fun machines while at the same time upping their video/artwork packages.
Suncoast looks off to a great start, one of the best looking pins I have seen since ghostbusters - Just hope it plays well
DeepRoot - best of luck. I have high hopes but who knows if they will come through
JJP - making great games since day 1 - just seems to take them forever
Spooky - every new release seems to be getting better and better

If these companies can chisel some market share from Stern, maybe it will push them to adjust and innovate.
Stern has the talent, manufacturing and financial capacity to really create any quality of machine they want - they just have to want
And if they want to, it would not take long at all for them to pivot.

Fckn love pinball!!!! Great time to be in this hobby. I hope all these companies succeed and the hobby continues to grow.