Care to expand?

Flexibility of custom workflows, integrations with third party systems, being able to track down tickets across the whole lifetime (documentation, source control, bug reports, who did what, reporting).

Yes, it is a huge beast, because big corps have huge complex workflows.

And that's what everyone else doesn't want, what makes it such a PITA to use for those that don't need it. Essentially I think anyone looking for or interested in an 'alternative to Jira' exactly doesn't want that mess to follow them away from it.

Most of those that don't want it, are using Trello or something like that.

And here is some other thing like that.

Yeah, but those aren't Jira alternatives to start with, as they don't compete in the same target market.

But plenty of people/companies in the target market of the simpler tools end up using Jira anyway.

This is like objecting to a fairly lightweight orchestration tool calling itself a 'Kubernetes alternative' - it is an alternative, it won't necessarily fulfil all needs of everyone using Kubernetes (resp. Jira), but it will for a lot of them, a lot of them don't need everything it's offering anyway. Of course they're going to use one of the most well-known players to paint the picture of what sort of thing the product is.

Yeah and this is why Jira consultants exist

I did notice that Plane mentioned custom workflows.