The thing Atlassian had going for them is that we could get our non-technical people to use their stuff, understand it, and even customize it themselves to meet

The thing Atlassian had going for them is that we could get our non-technical people to use their stuff, understand it, and even customize it themselves to meet their needs. This. Although personally I have never been a big fan of clunky Atlassian products and as a developer would prefer more productive tools, but getting key non-technical stakeholders use the same system as devs teams is a big win.