I do agree with the OP to a certain extent. JRPGs have been rather few and far between, and most of them have been dissapointing. I must admit however that I've personally only played a couple of them; Infinite Undiscovery and Lost Odyssey.
A lot of the JRPGs have garnered poor reviews, especially the more obscure ones for X360. But, games like Enchanted Arms, Star Ocean 4 and Lost Odyssey have been awarded with 7+ ratings, which is what most "low-key" RPGs got the last generation. The huge titles are yet to come, like Final Fantasy XIII and Kingdom Hearts. Some games have garnered very favourable reviews though, in the 8+ range we have titles like Tales of Vesperia and Eternal Sonata.
I mentioned Enchanted Arms and Star Ocean 4 getting pretty good reviews, but I agree, they seem stuck in the past, with clichéd characters and story. To hurt it even more the overall presentation of the story seems to be very flawed and archaic. But at least the gameplay in Enchanted Arms seems to mix things up a little, and the battle mechanic in Star Ocean 4 looks great as always.
Infinite Undiscovery is a prime example of how wrong you can go with a game. It tries out a couple of new things in it's gameplay, but with poor design. And the story, while offering somewhat new elements, is stuck in the past with predictable and derivative characters. The presentation of the story is atrocious, with horrible script and poor voice acting.
Lost Odyssey is a strange case for me, a lot of reviewers tend to like this game, but not enough to give it a high score. I personally LOVE Lost Odyssey. The overall story is pretty derivative of the standard formula, but the presentation, with the script and the dream segments, is in my opinion fantastic. The main characters are great and realistic within their context, and I was impressed with the voice acting. The graphics are very very good, and even though there are some loading screens and framerate drops, it doesn't take away much from the experience. The gameplay is admittedly very "classic", but I've been an RPG gamer for many years, and I still love the standard classic RPG battle mechanic as long as it is done well.
RPGs have been fairly big the past generations, but the archaic gameplay of the genre seems to put newcomers off. And even though Lost Odyssey represents the "WOW" factor for a seasoned RPG player like myself, I agree that the genre needs to move forward, at least if they want the genre to appeal to a new mass market. It would be great if the big three did "step up to the plate" as you put it and helped pushing the genre forward. I think new blood is the only way to get the genre out of its archaic roots. However, doing this might ruin just what makes RPGs so enjoyable in the first place (at least for the current genre fans).