Smart software companies like Hyland know that their base product is the low bidder, however they have modules that add up in price as more functionality is required. The key is to have the best niche product along with the ECM software. In Hyland's case it's their scanning solution.
ECM as the safety net is not a bad position to be in. Being a "blank slate" so to speak starting out, this allows motivated individuals to build point solutions internally, which, assuming that the company has a good methodology in terms of solution development, can help solve many issues. The expensive alternatives may never even get considered if the financial benefits are not good enough given the cost.
ECM development is flexible, it is up to the IT group to solution architect to the level of competing point solutions. We know that projects of today will be usurp as off the shelf products of tomorrow. This is a one of the ways the ECM pushes innovation in the industry. A trend in a solution across an industry is bound to result in a software product that kills the ECM solution of a 5 years ago.