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Because the default is a bright bubble that covers the corner of every page and opens itself after four seconds. It reads as somebody else's software installed on your site.
Customisation controls how the widget looks and behaves: colours, position, greeting, launch behaviour and the pages it appears on.
Styling follows your palette and typography. Placement, trigger behaviour and per-page rules are all configurable, including suppressing it entirely on pages where an interruption would cost you.
A checkout page is exactly where a proactive chat prompt loses sales. Suppressing it there while keeping it on pricing and documentation is a page rule.
It will not disguise what it is. However it is styled, it identifies itself as an assistant, and that cannot be turned off.
Colours, position, greeting text, launch behaviour, availability hours, and which pages show it.
Yes, including a web font your site already loads.
Yes, per breakpoint.
Yes, which is far better than one generic opener.
Fourteen days, every module, no card. Or half an hour with someone who will run it on your own records and tell you where it does not help.