Exactly, most non-IT companies have very limited skills in this area. This is why they outsource. As an analogy, when I want to furnish my office, I look for an interior decorator who takes care of ordering furniture etc., within a budget. I don't screw around with a 3D printing API to make chairs and tables. It is too low level and not my core expertise.
And second, your comment that most folks achieve any accuracy is strange. These are not real businesses, they are mostly developers and hobbyists trying to learn. These folks sign up for kaggle and poke a few scripts and view half a class on coursera on ML. They are not real businesses and they have no money. Most of the real businesses are hiring startups or large companies that hire data scientists with domain expertise like in oil, manufacturing etc. (the IBM model). ML as an API is a disaster as a business model.
Also, AutoML is not even close to being better than humans even for a specific problem (across datasets). These click-bait titles don't fly outside of AI conferences.
I think we may be talking to different customers. I talked with ~200 customers last year, and the most common question was "What do I use ML for?" and the second most common was "How do I get started?"
Put another way, the average customer has ~zero ML usage today. I'd guess that 95%+ of all businesses have ML usage today. Further guessing would say that <1% of ML usage actually care about levels of accuracy beyond "it's better than the hacked together set of rules/filters I use today." These are very large businesses with lots of money to spend on a solution.
There are many ways to measure "better", and AutoML does apply here. This includes "better == faster to train or develop" [1], "better == you need less data" [2], "better == lower error rates"[3]. While I agree that many of measures do not apply across datasets, most customers only have one dataset per problem.
And second, your comment that most folks achieve any accuracy is strange. These are not real businesses, they are mostly developers and hobbyists trying to learn. These folks sign up for kaggle and poke a few scripts and view half a class on coursera on ML. They are not real businesses and they have no money. Most of the real businesses are hiring startups or large companies that hire data scientists with domain expertise like in oil, manufacturing etc. (the IBM model). ML as an API is a disaster as a business model.
Also, AutoML is not even close to being better than humans even for a specific problem (across datasets). These click-bait titles don't fly outside of AI conferences.