Not the OP, but I think they meant more inline with what is common in most enterprise CRM and CMS applications. Something like: https://trailhead.salesforce.com/en/data_modeling/creating_c...

> Custom fields makes sense... do you think those are part of making integrating with other apps easier

It's more about being consistent with other processes and applications that an enterprise already has. If your product is about generating reports, they'll want the button to say 'Generate TPS report' rather than 'Generate report'.

It's a plus for internal apps: there's always some "company first" person in the chain who wants to get brownie points by having their logo visible.

It's also very easy to implement, so why not?

Auditing remains the killer though, if you build it in from the beginning then it can be effectively free because of how it affects your architecture. If not it can become a big maintenance headache.