I don't think there's even anywhere to go with guitar tone unless you just plop effects all over it. There really hasn't been anything new with tone since the mid/late 80s when high gain really took off and then they started scooping the mids out of it. How much more gain can one use? How clean can clean get? Even modern tube amps and modern modelers, all they do is chase the classic sounds of yesteryear. New builds from major amp manufacturers, or one-off boutique amps from small builders, it's all the same. The basics of a tube amp hasn't changed in 50+ years. The only direction to go with tone is to make a guitar not sound like a guitar, and even that's been done for decades. So what's something new and exciting? The way I see it, so many people still sound like shit out there, new and exciting can wait for just getting a good basic tone to begin with. Don't overthink it. Don't get cute. Plug a good guitar into a good amp and play well. Simple.