I've been using clubhouse for myself and it's pretty much what I need in terms of "advanced to-do list" but "not as heavy as JIRA".

What I'm more interested in is how project management software like this keeps popping up and I genuinely wonder what the rationale is?

We use JIRA, Trello and Asana at work and between three of them, yeah, things are working. How much more do we want out of them? Not much. Let's just get on with actual work.

But I must be missing something - some market research, some user research where there is a big unmet need or problem that none of these tools are currently solving and not just in "missing a feature" way, but at a fundamental level where it justifies an entrepreneur to jump in and create an entire software from scratch.

I'm not in the domain, so I obviously don't have the data. I know lots of people complain about JIRA (including me), but my complaints don't warrant me to move.

Maybe these companies are targeting "new" users? New companies, new teams, people who are starting projects anew and looking for project management software?