Cox's phone features so behind Comcast

Why is it Cox always seems to be behind Comcast when it come to new features? I just saw all the feature they offer with their phone service and it blows Cox away.    My father has Comcast, and we have basically the same services.  But he pays less, and his services have more features.  He used to have Cox until comcast moved into his city. I hope comcast moves in here as i hate cox!