I am not convinced that using a special software for "durable workflows" is necessary. If one has a stateful message queue or job task queue, e.g. RabbitMQ or Celery, one can use it. Irrespective, many jobs can be made idempotent. The most that you ought to residually need is a column in an existing table of your own database which keeps track of what remains to be done.

Given the above, it would seem that durable workflow software is pushed forward by those who have a surplus of VC money to spend. As for the vendors, there is no shortage of people trying to sell you things that you don't need.