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Based on their frontpage example videos, it seems to be for Mac users who don't know any better. I don't see anything useful that isn't FOSS already.

1. Packaging solution in an easy to use tool is what software engineers do. Nothing wrong with non-FOSS solution.

2. You could provide a list of FOSS solutions to replace Fig.io, even better write a tutorial on how to install and setup those solutions.

Either the FOSS solutions are lacking something or all those corporate customers are fools.

Even if the only thing fig adds is easier set up and integration and consistency of setup between users that could be enough to justify the cost.

Saving an hour of engineering time spent fiddling with your CLI config every year makes this a good value for a business.

Yes. Plenty of people know how to DIY or can figure it out, it's not a special skill. They just don't consider it worthwhile.