RE: First post: Longest time on plane?

My longest were
-Madrid-Havana with Cubana Il-62 with a technical stop at Gander…endless.
-Madrid-Buenos Aires with Aerolineas B747-200. Time 12.00 hours.
-Dallas-Frankfurt on Lufthansa A340. Time 10.45 hours.
-Santiago de Compostela-Caracas on Viasa. Time 8.30 hours
-LHR-EWR on BA 747-100. Time 7.30.
-Madrid-Delhi on Royal Jordanian A310. Time 10 hours (several stops).
This makes me think, about the lack of innovation in aviation.
Planes are essentially the same since the launching of the Dc-8 or B707. No speed improvements, no new designs, everything too
standard. I don´t want to refer to transatlantic speed but speeds of 1.5 match could cut travelling times quite a lot. I think it´s really unhuman staying more than 10 hours on a plane.
Why costs are more important than innovation?.