On-prem isn't the problem, building a crappy product is the problem. Atlassian's other products (Jira etc) over 50% of the revenue comes from on-prem customers. Same is true for GitHub: https://medium.com/@moritzplassnig/github-is-doing-much-bett.... It just turns out that offering an on-prem version is not enough to close the gap created by all of the other features, integrations and UX that their competitor had. On-prem is a great feature, but it isn't a silver bullet. Nothing is.