You end up choosing between a heavyweight "advanced" WAF (either cloud or on-prem) that requires lots of tuning and response, which most orgs can't do properly, or a lightweight cloud WAF with vendor rules that doesn't do much but hey at least it's easy to look after.
Re: enterprise WAF maintenance, I know this is anecdotal but I was a pentester for 10 years and I could count the "non-dysfunctional enterprise WAF setups" I saw on one hand. Were you in a role where you talked to the staff who looked after them or dealt with the alerts? Often the org lacked the insight to understand there was a problem. "We bought the magic security box, we applied the patches, what's the issue?"
https://accelerationeconomy.com/cloud/amazon-shocker-ceo-jas...
And the article you posted is about total spend not just infrastructure.
Also in 20+ years in enterprises have never heard of firewalls being left unmaintained. I don't know how that would pass security audits, why such a critical piece of security architecture would end up in this state or how any in-house development would work given the constant need to make changes to it.