Why does no one talk about systems programming.

I've heard people mentioning about things like fullstack development, AIML, data science, cybersecurity etc. But no one ever talks about systems programming. I've never heard someone say that they're learning to build an operating system or trying to build their own framework. Why is this? Is is simply because it's hard to do these things? I'm pretty sure that there can be huge innovations in this field. Is it simply because there are not a lot of jobs?