Because, even for small operations, you want to make it yours. And making it yours involves a lot of creative decisions. The software has to support those creative decisions.

I use vMix to do single-camera personal streams and five-camera, eight-feed, we're-adding-a-drone-soon fighting game tournament productions. But that's because I've already bought into the complexity enough to do it (and the budget; my copy of vMix cost $1300).

I'm not sure I see much of a market for XSplit or Wirecast, but they've got their fans...