Why can't they make Superbowl-quality commercials all the time?

I realize some Superbowl commercials have higher “production values” and are thus more expensive to make, necessitating limiting such commercials to the Superbowl. But most are just outstandingly innovative and creative. It seems like it would be a noble goal for ad agencies to always strive to be this creative… Does this mean that for the rest of the year, ad creation departments are just kind of giving it 40%?

Or is it rather that the Superbowl ad is a medium in itself; that it must captivate an audience already expecting something more off-the-wall, fun, and in keeping with the party atmosphere of the Superbowl? Still, I wish ads were always written and produced at this level of innovation.