There's nothing like in-house talent for designing what you want -customization.
If you have a particular use (and who doesn't? ), and it is large enough, and it is financially feasible to build your own, why not?
It's why people build htpcs. Players on the market aren't good enough, or have limitations, htpcs have extreme flexibility, but there is a cost associated with that., either a $100 apple tv, or a $300 ppm htpc.
Google however has bulk on their side.