One factor is that licensing fonts can be extremely expensive. So, make one: pay a higher upfront cost, create something unique to represent your brand, and never pay another cent.
"He just highlighted Avatar, he clicked the drop down menu, and then he randomly selected Papyrus, like a thoughtless child just wandering by a garden yanking leaves along the way." [1]
As iconic a moment as the creation of the first sans serif font [2].
[2] "The earliest printing typefaces which omitted serifs were not intended to render contemporary texts, but to represent inscriptions in Ancient Greek and Etruscan. Thus, Thomas Dempster's De Etruria regali libri VII (1723), used special types intended for the representation of Etruscan epigraphy, and in c. 1745, the Caslon foundry made Etruscan types for pamphlets written by Etruscan scholar John Swinton." https://en.wikipedia.org/wiki/Sans-serif#:~:text=The%20earli....
