Imagine that somebody expects to evaluate 4 products, either because the first 3 won't make the cut, or because they won't feel like they did enough "due diligence".

It may be a safer bet to develop something in house than to spend a lot of time evaluating alternatives. All of the alternative products have a lot more development time in them, but odds are you don't need all the features those products have, UI refinement, etc. You don't have to worry that a vendor will be bought by Google.