Their biggest customers are large companies that DON'T want apple-like perceived simplicity - they want a powerful product that they can customize to their need

Their biggest customers are large companies that DON'T want apple-like perceived simplicity - they want a powerful product that they can customize to their needs. The company I work for has both JIRA and Confluence. It took a lot of work from several team members to get it to the current state where most people are happy about how it works, but the output is very highly valued by higher-ups. It also has a growing ecosystem and good integration. They've also made some underrated acquisitions, like the JITSI team (Blue Jimp), which recently made ENSO and is working on Hipchat https://enso.me/ https://enso.me/