Things being standardized is in itself a benefit. Anything unique has to outweigh that. If you invent a competitor to microSD that somehow stores 50% more data

Things being standardized is in itself a benefit. Anything unique has to outweigh that. If you invent a competitor to microSD that somehow stores 50% more data in the same space(For example only, just ignore the fact that form factor is independent of the flash storage tech), I would be annoyed. If you push to make it the global standard and succeed, I'll still be annoyed but appreciate the progress. If you just make a line of devices with unique storage, I'll probably be like, yeah, but MicroSD was fine and this doesn't work with my readers, and now I have to buy a new card. In software NIH often doesn't offer much benefit at all. It's usually just "We want to build it ourselves and really understand it". Sometimes features are even worse("We don't need to support importing those formats, build something smaller that only support one"). Sometimes performance is worse ("Who needs a million line library with crazy vector instructions? 5 lines of C will do").