You ship a mobile phone application, with 10million installations. You have a marketing/research department that wants to run A/B tests on their schedule, gathering analytics, and metrics.

Sure developers need to be involved in setting up SDKs, and making it possible for flags to be used. But oftentimes the people setting the flags and phased rollouts of features: "4% of users in France, then next week 10% of users in France and Germany, and then 50% of all European players need feature XX".

Platforms might be a hard sell, but many many mobile-application developers end up reinventing these kinda things over time, especially the popular ones.