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I can't say that I make many original sounds myself, and I've been doing it a looooong time (not that it necessarily makes me an expert). I think that much of the problem is that there is a fine line between usable and unusable and much of the usable range of subtractive synths has been explored ad nauseum. Change will come from pushing the boundary of the usable/unusable range, and/or by exploring other synthesis types (e.g., additive, granular, spectral, sample-based, etc.). Actually, IMO too many soundbanks, particularly factory soundbanks, include too much content that I would never use, or even want to hear, in a song because it's just there to show off the synth's capabilities and the designer wasn't able to balance that with creating something that was actually musically useful.
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