I also try very hard to create characters - both heroes and villains - with psychological depth.
It costs so much to promote something these days that almost always safety is the preferred option, reference back to things which have been successful in the past. Also, people are simply not given the time to develop and find themselves and their audience as we were.
It's an unhealthy habit to say that life is what you make of it, and if you want to be happy, then you can be happy. That's just rubbish, basically.