Plus if you have someone just hanging around who's a font nerd it's fun, saves money, gives you fodder for the marketing machine, and you get a more distinct brand with your company's "handwriting."
It's not actually that hard to make your own font -- like you have to try to make an actively bad font. And since the value-add is mostly character I'm shocked how much people who license fonts jerk you around.
No disagreement, but fonts obey the "even bad pizza is good pizza" rule. Low skill floor, high skill ceiling. And when it comes to fonts you want be a little distinct because they're part of your brand small idiosyncrasies can add to the charm. And unlike commercial font makers it's likely you don't have to worry about supporting more than a few languages, and odds are
good they share most of their alphabet.
I feel bad for people with the notion that there's no such thing as bad pizza. I've had pizza that the cardboard box it came in would be a) more flavorful, b) less tough, c) more nutritional.
