Hoka are not just about thick Eva soles. They also have low drop, 3-5mm as opposed to Nike archaic 10-12mm. They also have a very successful 'bucket seat' heel cup which adds a lot of stability without traditional posting (which is proven not to work). Whether you think they are doing anything 'new' is neither here nor there. Runners like their shoes and are buying them instead of the traditional brands.
I laughed when I first saw Altras, then I ran in them and realised that their zero drop and foot shaped upper is more revolutionary than anything Nike has done in 30 years. It's well thought out and lots of their research is supported by scientists. You know that all of the worlds top shoe co.'s have been invited to present their 'tech' to independent scientists and they never have.
Take a look at a first generation Nike Skylon, then look at the current Pegasus. Is there really much difference? Phylon midsole, air unit, mesh and synthetic leather upper and a carbon waffle outsole. Where is the R&D you are paying for? It isn't development, it's fashion, a few trims and reflectors, a new mesh. Barely anything.
Nike don't want anything to change, they can keep peddling the same old stuff and tart it up every two years with a big endorsement campaign. The small companies have to be genuinely revolutionary just to survive.