Yes there is much more choice in the type and style 0f cricket bats these days.
I remember well the Gray Nichols scooped out bat. Didn't use it myself. I always used Gunn & Moore. Just a personal choice.
To answer you point about whether bats are massed produced or hand made, I guess the answer is both. Players who can afford it can have specifications eg weight & weight distribution, type & length of handle, types of shoulder and even left or right handed !!!
Certainly most professionals will have hand made bats and some club players will try them in attempts to improve their performances.
There is the old chestnut about the rich woman who returned a cricket bat to the shop saying that the bat was useless as her son had used it several times and had not managed to score any runs with it.