It also makes sense from a business point of view. The three strong points that I&#x27;ve taken from business school are:<p>1) You can overtake an incumbent if you can offer twice the value at half the price.  If you can produce a drill that works two times better than existing drills at half the price, you&#x27;ll overtake the drill market.<p>2) You can&#x27;t compete with &quot;as good as&quot;.  Winning here is more marketing than anything and this is where companies like Apple and Coco-Cola shine. You can&#x27;t beat Coke with point one, since it is impossible to produce something that is better than Coke.  You can measure the performance differences between drills, but you can&#x27;t measure the psychological value of Coke and Apple<p>3) You can&#x27;t compete by price, unless you are dealing with a commodity product, which brings me to my point for posting.<p>Turning &quot;Git hosting&quot; into a commodity product is not a bad situation for GitLab and I honestly think this is where it&#x27;s heading.  In a year or two, we&#x27;ll probably see less tangible&#x2F;understood things become the main selling point.  Such as intelligent code reviews, better code management metrics, defect predictions and so forth.<p>Edit:<p>Forgot to mention that point 3 is also where Atlassian deserves a lot of credit. They are leveraging point 3 and trying to parlay it into point 1.