Who even implements an alternative implementation to GNU make? FWIW, no one "can't" use GNU make... even Apple uses GNU make (hell: they even ship GNU make, lol).
BSD Make exists. Also, are you saying that no one is developing software under a contract where they aren't allowed to install software on the target machine? I'm also unsure whether GNU Make works on embedded systems.
https://www.gnu.org/software/make/manual/html_node/One-Shell...