> chances are there is a) a perfectly fine version already running in your corp somewhere
You and I have very different experience with big corps :)
My experience is closer to "There's a half-finished version running somewhere that was cut short because of budget/deadline constraints. The team that worked on it is long gone, and it has been maintained by an outsourced team of junior resources for 3 years".
Re-writing a customer-facing system to be closer to the "modern" web experience they're used to on their everyday apps and sites _can_ make a substantial difference to customer experience, and ultimately the bottom line.
Not sure how it fits wood furniture; you cannot copy a chair in a nanosecond; you can software. I am not saying there is no space or need for bespoke and unique software but if you are doing LoB apps for/in a big corp, as many of us do daily, chances are there is a) a perfectly fine version already running in your corp somewhere and b) a completely identical product in all the companies around the block.