This. I've never used any of their products but I've always found their marketing to be spot on. They perfectly positioned themselves as a 3rd option to GitHub

This. I've never used any of their products but I've always found their marketing to be spot on. They perfectly positioned themselves as a 3rd option to GitHub and BitBucket. With the GitHub acquisition and Atlassian's stock on fire right now, they were in the perfect position to go for an insane valuation.