I can agree with you.. Toyota hasn't had a, "cool" car this century. But what they are doing, they do very well. The american market and demands a safe family car with known reliability and good gas mileage and this is what they gave us.
BUT, looking into the past.. see where they've also been. Heck, look at the Supra.. Iconic every way you look at it. Look at other engine platforms Toyota has designed in conjunction with Yamaha... all of them fantastic if you ask me.
Toyota IMO moves positively with the market, never stagnant and always looking to better themselves any way possible.