Why is that? Why does a company that is good at something NEED to expand beyond their area of expertise? Is is just me who sees this as American Capitalism™? Wouldn't it be better to try to make their products excellent and attract the many developers who are not using their suite? Why the always constant push to grow at any cost?

I'm saying this as someone who has been using Atlassian products for a while. They seem to focus on JIRA and Confluence only, and letting all the other products be 2nd or even 3rd class citizens. Why expand if you cannot keep the software that you already own up to date?