I suspect that this is mostly driven by a small number of industry leaders (maybe just one) whose taste and ability sets the trend for everyone.
I'd imagine that these goalies go to someone like DaveArt and sit down for a sort of brainstorming session before he gives them a first cut of the design. During that creative session, he's guiding their thought process and encouraging them to come up with ideas in particular areas. For example, he might be asking them questions like, "which people are most important in your life? What fictional characters best represent you? What jumps to mind when you think of home?"... and then he takes all those answers into consideration when he comes up with the design.
The problem is, Dave Gunnarsson is an artist, not a personal marketing consultant. He's thinking in terms of making a commission on a new and increasingly challenging design each year, because that what pays his bills and keeps competition off his back. His job is NOT to create personal brands for goalies. So he's literally just slapping as much of their information on the mask as possible, based on that preliminary conversation.
So unless a goalie is particularly aesthetic-conscious going into the process, and willing to fight his own artist for a simpler approach, it's unlikely that he'll come out with a Hayward or Brodeur type design. For now, all other influences are working against that kind of outcome.