I believe customization isn't as highly valued by regular people. Just look at your friends' phones and how they haven't usually done anything to customize their experience.

If enough people were hitting that wall in that SaaS you mention, the SaaS would've fixed it. The barrier of starting over with a custom solution, leaving behind a SaaS they've become accustomed to, is an unlikely choice. They'd rather just come up with a convenient workaround, and briefly look at competing products.