I think your buddy is correct and see this all the time with lure makers. Making something custom or unique is meaningless if if doesn't truly elevate the product and rarely is the case. Guys get hung up on trying to differentiate their product and make "unique" fish catching designs but in the long run if we take a look at commercial sales as an indicator guess who isn't around after a few years. Yes you need to differentiate you product but too many try tricks and gimmicks as that is easy in comparison to making a product that performs better.
Jigs are really more about performance. A head designed to perform under certain conditions (fishing wood, slipping through dense mats, not wedging into rocks, increased hook ups, skirt flare, etc....is the only thing that really matters in the long run based on who really ends up using jigs more often. Jigs are in my opinion one of those lures that keeps lure makers honest. Easy to make wacky soft plastics and cranks as every sap that fishes will toss out cranks, top waters, and some soft plastics and reel them back in and will catch some fish (even if they have no skill). Over the years I have fished with a lot of different skilled level people and for many you would be hard pressed to find jigs in their arsenal. The better the angler the more use of jigs due to many applications they end up being very dependent on the angler knowing how and where to fish them.