I think it's mostly that it's a niche market. Keep in mind that the standard requires more substantial drivers than a MCU I/O pin, so the cheap DIY ones might not work reliably with some devices or many devices in a chain.
It depends on the software you want to use. With software from NI or something from a big instrument manufacturer like BenchVue, you will need an adapter that supports the current version of NI-VISA or Keysight VISA.
Something like the HP E2050A can be used as LAB to GPIB gateway, and can sometimes be found for $50 or so on eBay, but is not supported by current Keysight software versions. But it works fine with
python-vxi11. The more modern E5810A, that is still supported by their current software, is much more expensive.