The key point here is that you need to have contact/communication with the “they” (either they already contacted you, or you need to put a lot of work into marketing to them). Otherwise “they” are going to ignore you.

Because somebody has offered you a fat stack of cash to do it?

My company does all kinds of shit that we wouldn't necessarily ever think to do if we were dogfooding it for ourselves, but customers have requests, and once in a while, they're even good ideas that are worth building into the product. The best is when they agree to pay extra for that custom development.