I've heavily relied on GNUMake myself in a commercial project. But when I encounter a software that does require a GNUMake >= a specific version and on top bash instead of Posix SH, I must be quite desperate to install this just to build some software. My excuse was that I was building against 80 different target devices (it was j2me development) on some under-powered machines and that there was no budget for cutting…
It's such a shame that this is the attitude though. We're stuck with a make and shell frozen in time. Why even add new features to make/bash if nobody will run the new versions?
Make is cool, but it's stagnated because people don't think we should rely on anything beyond POSIX