pros and cons for favorite in big menu navigation

We are a large company and our suite of application can have at its maximum 300 links for the various pages across it.

its very rare for a customer to purchase the entire suite of application. Lest assume the average customer will have 25 links.

I assume that 25 or more links is a good enough reason to use a favorite feature in order to make the navigation menu (of the links) more usable.

I found an article by Nielsen which generally is positive about using features (referred as custom links). https://www.nngroup.com/articles/quicklinks-label-intranet/

My colleague argues that nobody uses this feature on such scales of navigation menus.

My question is, when is it a bad practice to use favorite feature ? and why (would like for resources positive or negative on this issue)