However, I think trying to find the actual numbers is dumb because there's also the intangibles such as marketing and brand recognition bump by doing this both for the company and individuals involved.
That's not to say all greenfield endeavors should be actioned, but ones with substantial gains like this seem fine given the company is big enough to absorb the initial up front cost of development.
However, people tend to underestimate this sort of thing in general. Even since before programming... we have adages about the importance of sharpening the axe precisely because people have been hacking away with metaphorical and literal dull axes hoping to avoid needing to sharpen them for a long time. Sometimes you just won't be able to convince a business person of the importance of stopping work for a moment to sharpen the axe, because all they see is the work stopping. I don't have a solution to that level of lack of wisdom in a leader. These are the people who save $200 per programmer on computer hardware at the cost of 5 hours of productivity lost... per week. Some battles just come pre-lost.
Imagine that your pushes to production can happen an hour faster. At Shopify’s scale.
Do you see the pure economic value?