There are multiple open-source tools backed by large companies to do this. I use one of them for my sdks. So I can really understand how they could struggle to sell it, it's a hard sale to sell someone a commercial product that does pretty much the same as free open-source projects. I was tempted to check it out but as bad as it sounds even with it being open source and free I couldn't find a reason to spend the time over just using what I have now.
The product in TFA is a wrapper around the tool I linked, plus some stuff for docs and so on.
Wrapping free software is mainly viable towards enterprise customers, where the thing you're actually selling is SLA and a certain level of insurance and sexiness on middle manager CV:s and so on.