The addressable market is small? Doesn't every Fortune 500 company use dashboards in their operation and control centers? The market is ripe.
The money they spend is because they want custom integrations but that's not the company I wanted to launch. I wanted to build an 'off the shelf' dashboard you plugged in yourself.
And it is true that many startups don't care about dashboards - I'm surprised at the number I know who don't really have any visualization or tracking of their velocity, Constant Integration failures (if they even do CI), unit test fails, code commits, server health, etc.
I know that for our development projects (www.xtremelabs.com) with F500 companies, we do use Pivotal Tracker and Github, and they are typically ok with it.