On the build your on basis, there are a number of nice atom/xeon-D micro ATX motherboards with 10G Ethernet and 8+ sata/sas ports. Combined with something like the old silverstone DS380B (8 hotswap 3.5" drives, + couple internal) makes for a nice small form factor NAS.
Why would you build your own? First, because the NAS vendors charge on a non-linear scale for drive slots and 10G Ethernet. The latter is basically a $50 additional charge on a motherboard, or a $100 add in card, but will easily add $500+ to a off the shelf NAS. Then there are the drives, today you might be happy with a two or three drive NAS, but in 5 years adding an additional 8-12TB drive (or three) will be just a hundred dollars or so, vs buying a whole new NAS.
Then there is actually using it. Running a NAS a 400-600MB/sec is a far cry from using one at 80-120MB/sec which is where you will peak out with 1Gbit ethernet. This becomes really noticeable when your copying one of the 50GB 4k video's you record during the kids birthday, or just running a machine backup to the NAS.
Frankly, at the end of the day, I find the flexibility to be the largest advantage. When I got tired of my old NAS's plex encoding perf, I swapped the motherboard for $300, without having to copy any data because i'm running a stock linux distro. Much of the old advantage on NAS's were the 3rd party marketplaces to get things like plex/crashplan/etc. Now those things are frequently found in docker containers, so a bit of setup and your application installs tend to stay continuously updated, rather than hoping your NAS vendors market place is remembered.