"Why would a software company not just build that? It's a ~1 engineer job?" Software companies find it difficult to reliably staff one-offs.
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Smart engineers don't want to be doing the same thing at the same level forever, but that's what the business actually needs.
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There's also no fallback plan if e.g. the engineer takes a new job, gets married and moves, etc etc. Bus number of 1 is terrifying.
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If you're having difficulty visualizing, the general pattern is "We just need one dev for email. One dev for analytics. One dev for BTC."
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(It would be a terrible idea to employ a non-zero number of engineers for BTC but BTC is a classic example of deep, narrow specialization.)
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So what do companies, which know that ~1 engineer is not realistic, do? They either hire consultancies or buy "solutions", at higher cost.
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You can totally be the person selling those things, if you understand the business context and can provide ~1 engineer of work.
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End of conversation
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