> aren't the majority of people using webpack writing frontend apps and need bundling?
Webpack is pretty new. Lots and lots of websites were developed before webpack existed, and some of them still use make for builds. The majority of new web projects are probably webpack now.
> The other issue is that essentially no one uses make in frontend development.
I don't know how many people do or don't use make, but I've had two web jobs that did. One was my own company and I wrote the makefiles, so that's not exactly fair. :P The other was an established web app. In both cases, the biggest reason for the makefile was to integrate the Google Closure Compiler into the build. Last time I checked, Webpack didn't have support for the Closure compiler. I am aware that the Closure compiler isn't exactly the most popular js minification tool today, and isn't generally necessary with webpack.
> So you go and convert to make from something that was working fine and is the standard in that part of the industry and what's the pay off?
I agree with you generally, but I'm old enough that this also makes me chuckle a little. make was working fine and was the industry standard for decades before webpack or npm.
Just before Webpack there was Gulp, and Gulp is essentially a re-invention of unix pipes and lots of the unix tools. Build systems made with gulpfiles have to bend over backwards to get right make's basic concepts like dependency evaluation, building a target only once, and skipping already built targets.