Of course, this is such a rampant problem in the software industry that a whole market for reusable standard generic solutions was created. That's why we got the cloud, and the array of SaaS, PaaS, IaaS, etc. And don't forget the entire open source is about standards, being able to reuse existing components and frameworks.
What I think the article doesn't mention is that unifying and creating a standard solution is a harder task then creating custom solutions one after the other for each use case/local context. In practice I've seen people try and fail, but often it's not the person with most experience trying, or the business isn't truly willing to put in the effort to succeed, both of these can sabotage things. And again, because it is hard, you have to be willing to fail the first time, but use those learning to try again, and again, until you crack it. And doing that is often worth it long term, cause when you crack it the efficiency and scale will go through the roof, if your business is smart, you might even realize what you have is more valuable than your current business, and pivot to being a SaaS vendor haha. Or you can keep it secret as a competitive advantage.