But not everyone needs 'comparable' functionality - an awful lot of people use just some features and not others - because of the awful UI and terrible user experience, these people are ripe to be picked off by a competitor (existing or future). I agree, if a mega-corp is completely in bed with JIRA, its harder to switch, but for a company not making any money (Atlassian), having their small and medium sized customers peeled off bit-by-bit for better products is going to hurt.