My point above is that there's a vast difference between (1) something being possible by a tech-savvy user spending time to jury-rig a solution, and doing it on a case-by-case basis and (2) the same kind of thing being done as a commodity - something that runs commonly on the platform with no effort on the part of end-users.

Maybe there's not as much difference as you might think. Look up Paul Farnell and Litmus. You can listen to his Mixergy interview from January.