Why can't investment banks advise their own transactions?

Something I'm genuinely interested in understanding. When an investment bank is doing an acquisition, why do they need another investment bank to advise them on the transaction? For example, you commonly see investment banks acquiring small private wealth management arms/companies or tech businesses and there is a separate investment bank advising the initiative. Why do these investment banks need the help of other banks? Why can't they advise themselves?

 

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