I believe that HTC was never actually really involved in the design (or research) and all the tech and design were developed by Valve. HTC just manufactured the headset according to the spec. So they simply upped the parts that were easy to replace (display panels, headstrap), without touching anything that would break the design (lenses, FOV).
If we really want progress in the tech, we should expect it from either Valve or Oculus, who put significant work into research and testing.
The ad for Oculus research, posted by @Davobkk, seems to be the only way to go as the era of the handmade headsets with lenses duck-taped to the displays is long gone, and I am sure only few companies have enough funding to go this route.
The only chance for Pimax is to produce smart product, to get the market and eventually secure the funding for some proper research.