Comment by mattkevan

What a wild take. Might as well ask why anyone should pay for anything once it's been made.

While it's possible to commission a custom font and many companies do eg. Apple, IBM, Airbnb, Bytedance, Vercel, Github, Mozilla etc. Some even make them open source. However it's not really a viable option for anyone other than the largest organisations as it's far more expensive and time-consuming than just getting a licence unless your scale is such that a commission would be cheaper.