Perhaps I miss something but why can't a normal user or small business write their own driver for Windows ?
What is the hurdle ?
It's a pain in the butt requiring knowledge that few developers actually have. And since it's very low-level system-wise, any bug can have "catastrophic" consequences. (Then the MS WHQL program doesn't help either for the company's image if it decides not to go through.) That's just why.
If you're ready to go through all this while making sure your product will be reliable, by all means, do it.
If not, there are off-the-shelf solutions that work just fine for a very reasonable cost. While the $1 to $2 price tag may be too much for chinese companies that sell cheap gadgets at ultra low prices (and thus it makes a lot of sense for them to come up with their own solution), it rarely is a problem for a western company designing products with a decent margin.
Now sure, there is this "recent" trend that almost any IC has become potentially unobtainium, and you need to find alternative solutions. But then that's a situation that is completely "new" and requires some creativity. Whether one will cross the line of ethics to make it (such as *knowingly* buying counterfeits) is a serious, but non-technical question.
Food for thought: consider all those various displays, mall kiosks, airport announcing screens, etc. you've likely seen with prominent BSoDs draped across them. Well, those are all custom hardware, right? Well, one would hope, they're just VGA/DVI/HDMI compatible and that's that, enumerates as generic display, no big deal; but that's hard, too (e.g. needs HDMI decoder?). Maybe it's easier to build those with custom hardware. Maybe it's just a memory mapped framebuffer, super easy, but it still needs driver support. And software is always buggy, most especially the low quantity stuff, like for supporting a few thousand displays like this. Or, even if they aren't using custom adapter hardware, the computers may be SBCs with poorly supported peripherals or such, and something else onboard is making it unstable.
So yeah, it reflects poorly on MS, everyone gets to see their most famous error screen and have a laugh ha ha. Well, to their credit, consider the sheer diversity of hardware they've supported over the decades, it's a testament to their core kernel team, their testing and support, that so many things Just Work(TM) as well as they do.
Even just among consumer equipment, the worst I've used was an, I think, ATI Radeon 4250HD or something like that; onboard graphics, lackluster performance anyway, as onboard graphics are wont to be. But the most jarring thing was, on exit from a full-screen 3D application, the desktop repaints, alright fine, not enough framebuffer to hold onto that, and then it's normal... for about 15 seconds, then suddenly BLACK, big redraw, CPU chugging, and only then it's done and back to normal. Almost like they didn't have a solution to ship, fuck it, reboot the whole goddamned driver/adapter to get it back to a clean [2D desktop] state. I don't think I had BSoDs on that one, but who knows, maybe they made it do that to avoid worse. Can't say I've had anything else do that, at least not in over a decade, and that was worth a few bucks. (I do recall some early-ish graphics cards that, I don't remember what the circumstance was, maybe the application crashing, maybe tabbing out, maybe closing normally, maybe resizing the desktop, I don't know -- but under some circumstances I might return to desktop and a bunch of past framebuffer contents would show up around the edges, before the desktop finished repainting. Sometimes including frames of videos I'd watcher earlier, with corrupted colors, or noisy or blocky-garbled appearance. Which would be interesting, but was also a bit chilling, considering what kinds of videos a teenaged boy might've been watching on the internet...

)
Which goes to show you, even within one corporation, you shouldn't expect consistency -- demand it, certainly, but don't be surprised when you don't get it. Another example, I strongly sense the same about the quality of TI products.
Tim