I find this comment interesting in the context of having read a lot of brain-dead takes on "capitalism", some of which it liken it to feudalism.

I find it interesting because it shows how different those two are.

Under feudal zero-sum world your question would make complete sense, but under a capitalist positive-sum world, it seems to me the answer is just "a lot of profit would be left on the table" (ie positive-sum mutual-benefit transactions), which explains why docusign would do it.