We can literally build anything on this platform. but should we?

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No. Get a PaaS that doesn't have any SaaS if you don't want any of the SaaS that's provided.

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Clients hope that future updates and new features will replace customizations. That's what Salesforce is advertising in presales and sales

I'm not saying it's good or bad. It makes sense if the client is planning to build a solution on standard data model and processes. If it is not, for me it's a functional analysis gap.
Anyway, I'd say that the behaviour of "build anything on salesforce" is promoted by salesforce sales reps because of licensing, but it is an absolut mess for the technical solution scalability and maintenance.

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This bears the question, which things then should be built on Salesforce Platform and which things shouldn’t.
Which things should be built natively on Salesforce APEX code, which on Salesforce-related services like Heroku (every time we do a cost calculation this seems super unattractive, anyone using this cost effectively?), Einstein, etc. and which on self-hosted or 3rd party cloud computing services (aws, azure, GCP)?

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