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woah, that is steep. who is this competitor?

Probably Informatica or Talend which are two of the most popular Enterprise ETL tools.

Alteryx would be my guess.

Interesting enough both ananas here and Alteryx use a declarative approach. Alteryx is using XML and Ananas YAML

The YAML approach seems far more appealing to me honestly, though I'm sure XML was a sane choice at the time.