Like, there are mass produced furniture shops. (Say, building chat bot clones, or flappy bird clones). The basic layout/shape/function, is known and being tweaked.

Then there is the custom built furniture. I need an 18th century armoire. The 'Bespoke', a custom application for some odd business need, or solving a new problem.

We do often discuss these by squishing 'Software Engineering' into a single bucket and it leads to many arguments around really different things.