For example, some systems interact with several different vendor, tracking and payment systems that are all kinda the same, but also kinda different. Here it makes sense to have an internal domain model and to normalize all of these other systems into your domain model at a very early level. Otherwise complexity rises very, very quickly due to the number of n things interacting with n other things.
On the other hand, for a lot of our smaller and simpler systems that output JSON based of a database for other systems... it's a realistic question if maintaining the domain model and API translation for every endpoint in every change is actually less work than ripping out the API modelling framework, which occurs once every few years, if at all? Some teams would probably rewrite from scratch with new knowledge, especially if they have API-tests available.