The build vs buy decision does come up, but like you mentioned, the product direction of Shaped is to be primitives for search and recommendation, allowing users that want to build use Shaped to empower them to build quicker (e.g. integrated behind their psudo-recommendation engine). In truth we have multiple abstractions to Shaped allowing more technical teams to integrate like this, or less technical ones to have more of an end-to-end integration experience.

The other related market trend we think about here: recommendation is going through a similar journey to what search did 10 years ago. Search at some point was more build leaning, but over time the technology became democratized and then companies like Elastic and Algolia had offerings that pushed search to lean towards buy. We're seeing recommendations going through the same revolution now that the technologies and system design (e.g. 4 stage recommenders) are more solidified. It's the data that makes these systems unique between companies not the infrastructure or algorithms.