"Macro-recorder on steroids" is a surprisingly tricky thing to do well.
Think supporting 30+ years of different UI frameworks, over process variants that may be dissimilar (e.g. when code = 5, the "OK" button is actually a different class).
All while hiding enough of the underlying complexity that a business user ignorant of all the above can write 95%+ of the automation.
So yes, I'd say it's one of those things that seems easy, but is difficult to actually get working for compatibility reasons.
I'm not complaining, I bet you can make a lot of money doing this, and it's arguably helpful to the clients, but am I missing something?
Like, there are no actual robots involved, yeah?