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Smurfing is Not Welcome in Dota
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I think it's just because most players tend to be good at micro, but not so much macro.
Having a set "build" takes the macro thought of your item choice out of the equation so they can focus on their micro. The thing is though, you can easily make up for subpar micro with good macro. Picking the best items for a given situation, even if they aren't necessarily "meta" is incredibly important and something most players just don't feel like mastering.
Just learning to prioritise BKB instead of the same item build you use every game when you are up against a strong int team will improve your game 20%.