Third option: the team looks at the work from someone who is outside and bring them to do the things that the team is not interested in doing.

In all three cases, though, it sends a signal that there is demand for the changes. This works as both validation for the developers (our users wants this so much they are paying someone else to do it) and also for other companies (oh, why should we be paying this much to a closed-source service if we can pay a fraction of the price to get a reasonably-well-supported open source version?)