My memory disagrees with Eric's here. Somewhere, likely on a 1600 DPI 9 track tape, I have a listing of Microsoft BASIC that was assembled using CROSS80. That was an assembler that was written in Fortran that ran on the DEC 10. When I joined Intel in 1984, the MCS80 Macro Assembler ran on ISIS in what were called "blue boxes" and it was written in Fortran, having been ported from running on a variety of mainframe/minicomputer OSes (PrimeOS, TOPS-10/20, Tenex, and VMS). I believe MITS owned a Data General NOVA at the time and ran the cross compiler on that. I recall that you could get CROSS80 from DECUS and I know I used it on USC's TENEX and TOPS-10/20 systems in the late 70's.
My recollection is that Intel "acquired" CROSS80, re-badged it to 'MACRO80' and sold it to people who were developing software for their chips.
The similarity between CROSS80 (and MACRO80) was, in my recollection, because the author wrote it on a DEC 10 and modeled it after MACRO10 (which was a pretty nice assembler). Gary Kildall who wrote ISIS at Intel and CP/M when he started Digital Research was most likely the maintainer/source of Intel's assembler. Intel had VMS systems at that time in the Systems Validation / MIPO Marketing group where I ended up working.
At Intel I had noted the similarity because having used CROSS80 at USC, I already knew the source code format and how macros worked.
I don't disagree that MACRO-10 was customizable and that was a thing, but I have a clear memory of reading the CROSS80 Fortran source.
--Chuck