Sounds like it's not overrated, then. You just prefer that other people write portable C and package GNU Make for all systems instead of you writing POSIX Make.
Just like optimization, it has its place and time.
Some GNU Make constructs, like pattern rules, are indispensable in all but the simplest projects, but can also be overused.
For some reason there's a strong urge to programmatically generate build rules. But like with SQL queries, going beyond the parameterization already built into the language can be counter productive. A good Makefile, like a good SQL query, should be easy to read on its face. Yes, it often means greater verbosity and even repetition, but that can be a benefit to be embraced (at least embraced more than is instinctively common).
EDIT: Computed variable references are well-defined as of POSIX-2024, including (AFAICT) on the left-hand side of a definition. In the discussion it was shown the semantics were already supported by all extant implementations.
Otherwise you face an ocean of choices that can be overwhelming, especially if you're not very experienced in the problem space. It's like the common refrain with C++: most developers settle on a subset of C++ to minimize code complexity; but which subset? (They can vary widely, across projects and time.) In the case of Make, you can just pick the POSIX and/or de facto portable subset as your target, avoiding alot of choice paralysis/anxiety (though you still face it when deciding when to break out of that box to leverage GNU extensions).
GNU Make is feature rich and is itself portable. It's also free software, as in freedom. Just use it.