[karmakaze]

The "Buy > Customize > Build" logic holds for supporting software. When it comes to the core of your business, Buy is usually not an option and also doesn't give you a competitive advantage. Also the effort of Customize can often be greater than the Build path in short order. I've experienced this with one startup that thought that it made sense to customize a Drupal CMS for a bespoke experience with hybrid human/ML curation.