For us at least their "forced" switch to Jira cloud was a massive increase in cost (which was the intention I guess). Their developer offering at bitbucket is

For us at least their "forced" switch to Jira cloud was a massive increase in cost (which was the intention I guess). Their developer offering at bitbucket is also more expensive and lacks critical features which are supported by the competition. The market is bound to react somehow. On the other hand vendor lock in is a powerful tool for atlassian.