tl;dr: Net Decking is the reason for a stale and boring Meta. There are more than enough options to make new AND competitive decks right now and if more people took their time to figure out beating the Meta using unique strategies, we would have a much more interesting and evolving game.
But the fact is most people will just play the best / most popular decks in ranked and as there is ONLY ranked...
Hearthstone really could use a mode where you face non meta decks. Maybe based on a deck rating based on card value paired with a deck rating from your opponent.
And i keep repeating myself, but Heartstone really could use more game modes like MtG's pauper and peasant or have a mode with like 3 blocks which change every other month (i believe they already suggested something like this?).