It's been an interesting experience watching the primo crop of Silicon Valley sweethearts coming out of age and turning into this generation's IBMs, Oracles, and Ciscos. "He who slays the dragon shall become one".
There's a roguelike cyberpunk game I like to play called Neon Chrome. You play a hacker who can take over the body of an "asset" in a cyberpunk arcology, with the goal of overthrowing the Overseer who rules the arcology.
The plot twist being that with the Overseer disposed of, your character takes his place, and the second playthrough features a NEW "hacker" player character who etc. And so the cycle continues.
Parallels to the history of Google are left as an exercise.
But can you actually name a competing product that does a better job?
I'll admit I've not looked particularly hard, but as far as I can tell nobody has a competing product, so Atlassian basically owns the whole field at this time.
There are lots of good modern alternatives to Jira. The reason people still use them is the same as why Oracle DBs are still so popular – they have a large sales team and corporate contacts, and so their products are pushed down your throat.
My whiteboard and the sticky notes it holds outperform JIRA all the time - 100% uptime, clear and obvious process flows, haven't needed a service ticket ever.
Jira is by far one of the worst pieces of software that i have used. It has no business being this slow… and don’t get me started on the DB and accessing raw data.