> Does anyone know why GitLab hasn't taken off so much amongst open source projects?

The marketing is pretty bad for one. Go to gitlab.com and you see a site that is mostly extolling the virtues of their commercial product and pricing. There is a "try gitlab for free" but it is aimed very much as a try-before-you-buy for businesses. That's all good and fine, but it is the polar opposite of how github went about acquiring their network. github was marketed heavily as a social site, their marketing was viral.

I don't think it is wrong, but if gitlab is trying to convey messaging that they are "social coding" platform or even an open-source project host, and not just b2b, they are doing a pretty poor job of it.