Just because it cannot be done today, doesn't mean there is not a real appetite in large enterprises to do exactly this.
Without naming names, I know of at least one public company with a real hunger for exactly this eventuality.
Of course, once AGI is available (if it is ever) everything changes. But for now someone needs to have the deep expertise.
They are just hearing the promise that AI will allow them to build custom software that perfectly melds to their needs in no time at all, and think it sounds great.
I suspect the early adopters who go this route are going to be in for a rude awakening that AI hasn’t actually solved a lot of hard problems in custom software development.