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This is neat but I wonder if companies would just build this themselves instead?

We built some of this functionality internally 6mos ago. Wish I had seen this then...

So ship it as a product. Offer competition.

They might do, but they also might opt not to if this solution exists?

Or they just don't build it and approve things not via an API. There may be a lot of processes out there that could benefit from something like this.