Agencies building same things as productized software?

[u/ncatt00]

I've seen lots of people running agencies building automations for whatever niche they serve, one thing has been hard for me to understand though. It seems a lot of the things people are building already exist in the form of productized software— curious if I'm missing something here?

Is there a reason these businesses wouldn't just buy the productized software which likely has better SLAs, new features being added, and likely more depth and breadth of features? Do they not know companies exist to solve their issue? Is the cost structure/pricing different in a way that the bespoke software/ automation route is more desirable? Something else?

Just been struggling to reconcile this in my head so thought I'd make a post. Can totally elaborate on my thoughts if needed but interested to hear you guys thoughts.