This is where independent developers come in, as an alternative to the corporate behemoths. Developers are in the industry to try and make games that gamers will love. Their obsession is not about money, however, and they develop games because they love gaming and they are always looking to push new ideas out there and experiment with new game-play. The only way developers can truly make the games they want is to stay independent of publishers.
There are a handful of exceptions to this rule. When studios regularly make big money for their publisher it often results in a situation where the publisher is genuinely afraid to meddle in case they break something. It is also inevitable that developers will work with publishers once they have a successful game already developed because they can actually cut a reasonable deal in that scenario and publishers have all the marketing and distribution links.
Independent developers face a real challenge to secure funding. It is rare that they can compete with the gigantic teams employed by people like EA, who can have literally hundreds of people working on a single title. What they can do, or what they have to do if they want to get noticed is come up with new, fresh, unique and crazy ideas for games. While the mainstream stagnates you can still find creativity in the indie game scene.