You are absolutely right. Beginners feel overwhelmed by choice. But often once they get into using a tool for a while and think more about their workflow they get REALLY bothered when something they want is not possible. With a tool you use every day even small things can start to bother you a lot. At least it's like that for a lot of people.
Francis Wade has a theory that your needs for a task manager evolve as you go along on your productivity journey: https://medium.com/2time-labs/what-task-management-app-designers-can-do-to-catch-up-with-pokemon-go-d69dfbd9953f
I don't agree with everything 100%, but there is definitely a lot of truth to it.
Often there is also one specific feature someone is looking for that is hard to find. From a developer perspective with a customizable tool it's nice because you can add niche features without cluttering up everything as only people who need it can enable the feature. So it allows you to cover a wide variety of needs for many users that don't get served by the standard tools without bogging everyone down. I really enjoy that part.