Commoditized Product

It seems generally accepted that products which are less commoditized are usually bigger money maker and that people on these desks usually make more money. I understand that super flow products won't be big money makers (FX Spot, cash equity, etc.).. but what about semi-commoditized products... single stock option? convertible bonds?

I guess structured credit and exotic options would be considered as not so commoditized... What other product can we expect to be big money maker?

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