It's not thinking in or out the box. It's thinking in the wrong box.
Online porn has "marketed" itself in a fairly similar way since the beginning and just upped the stakes. Give it away to 100s for 1 to buy, it's now give it away to 1,000s for 1 to buy. This is more or less "online porn marketing". All they have done is change the format they give it away in. Newsgroup pics are now whole length Tube scenes.
It doesn't need any new ideas, the old one adapted for today will stay work. The reasons men jerk off to porn haven't changed much. Some will argue what people jerk off to has changed, usually pushing what they are able to produce or market as the new fad. Truth is little has really changed since the late 60s only technology in the creation ad delivery.
https://gfy.com/showthread.php?t=1054687 to read what some think.
Image and branding costs money. You need to know what image to create to fit your market, you then need to create the branding to represent that image. When people talk of up market glamorous porn they use the brands of Playboy or Penthouse to describe it. When people talk of Gonzo they often refer to Buttman. Who had the best branding and image and why? There are many other examples.
To get this, they have to have the product to back up the image and brand, if you want to create it with buyers.