Good luck getting a specialised 74-series for that price, especially if you only need one of that kind.
A Divide by 10 is hardly a specialized 74 series. 
Of course it is. A 74HC4017 is a specialised function. So for that matter is 74HC74 (and you need TWO of them).
If you needed to divide by something weirder than 10 you'd need a whole different circuit, but a program would scarcely change ... probably just one constant.
I remember 43 years ago building an M6809 board and I needed a divide-by-208 to get 9600 bps from a 2 MHz clock. That's divide by 16 (easy) and then divide by 13 ... not too hard but I got it wrong the first time and ended up with divide by 12, which didn't work. Luckily it was an easy fix.
As shown by the size of the numbers after the 74LS or 74HC there are literally several hundred different chips. That's the very definition of specialised.
How many of those does the average hobbyist keep on hand?
I've got some 00, 04, 14, 86, and 165, 573, and 595. And not many of each. On the other hand I've got a couple of bags of 50 CH32V003 in 8 and 20 pin versions at a cost of IIRC from several years ago $5 and $7.
You seem to completely skip over the cost to develop, store and track the software, and actually program the MCU, sadly those costs do not scale down as the software drops to a few bytes.
Not at all!
It's not harder than, and in fact easier than designing a PCB and storing and tracking the various design files for that. Not to mention schematic diagrams, state diagrams for sequential logic. Truth tables. Logic minimisation diagrams.
Programming an MCU is basically trivial these days. I can knock out the kind of program described here in minutes, especially once there is a template code file for any one such logic.