Here is someone that likes it, and is usually put down by lack of features in competing products.

My engineering team runs off Github Issues > Projects > Project Boards but it's been hard to get anyone outside of product managers and devs themselves to be fully immersed in it. Sales and management throw their hands up in the air and say 'Github Issues is too hard'. I'm a PM so I've fought and won this battle to stay on Github Issues because I could quantify that a 5-10% loss in dev productivity in moving to a 'management friendly' tool would equal so many thousands of dollars of developer hours per month.

Once a project gets to feature parity with atlassian, it will become atlassian.

Same with SAP. Once your ERP has same feature parity with SAP, it will become SAP.

JIRA is SAP of engineering... yeah why I haven't thought of that before.