[orthoxerox]

The natural reaction to "let's build something in-house" is almost invariably "let's try an OTS solution, surely one must already exist". Most successful internal projects require either an organizational culture of "we're at the forefront of technology" (but then you get "surely one must already exist in some other division" instead), a nuclear icebreaker of a champion that is willing to put their neck on the line, or a series of (un)fortunate events that leave your project as the only way out.