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Update: They do cite GitLab. Now I guess my confusion as a GitLab user is they don't sell me on what is new/differentiate their customized offering.

This product looks like a poorly rebranded GitLab.

Why don't they cite GitLab as the front-end web application/real workhorse here?

They do, "GitSwarm is where developer preferences meet enterprise needs. Based on the popular GitLab collaboration suite ..."

I see. I understand the problem they're solving now.

Bringing Git + more agile development flows into the Enterprise.