Like it or not, the majority of breeder's who are producing winning horses are either in it to 1. fulfill some dream of producing/owning a champion or 2. making money. If you've ever been to some of the big breeder's facilities, the money is not coming from the horses. The horses are usually a hobbie and the money comes from somewhere else.

So, that being said, if I want to win - I must produce a horse that will be looked upon favorably by the judge. If I want to make money - then I must produce a horse that is highly marketable to someone else who wants to be looked on favorably by the judge.

The only way to change what is happening in specialized breeding programs, is to produce an animal that first must win. You're not going to win walking into some class like halter with a completely different animal/conformation that what has been showing for many years. But you can be successful by bringing in an animal that is just a little different, maybe still has the big muscles (which some of that is feed/fitting) but maybe has a nicer angle in the shoulder/pastern or a longer neck.