At a certain scale (probably bimodal distribution) it makes sense to have a provider you can shrug it off to and point the finger to when things are missing features or the system goes down, etc etc. On the big-co end of that spectrum I think you are right and AI makes this stuff easy to launch internally.

The owner at my current gig has multiple times said "software is over" as it being a sort of gravy train of rent seeking. Products are gonna have to offer real / significant value to attract new customers. Maybe even to keep them, too...