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It seems that Bitbucket and GitHub are trying to emulate GitLab’s strategy of being a one-stop tool rather than just version control.

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The opposite is true actually, Bitbucket was bought by Atlassian in 2010 to make Atlassian the one-stop shop, a strategy GitHub and GitLab are emulating (GitLab launched in 2011).

Seems to me that one-stop shop is very different from one-stop tool. GitLab is aiming for the latter, whereas Atlassian (at least when I was using those tools) seems much less integrated.

Jira may be the most comprehensive issue tracker (which isn't necessarily attractive -- but then they have Trello now, too), but on the version control and CI front I don't think Atlassian will have an easy time competing against Azure/GitHub/GitLab.

I think the ALM market was defined and alive before any of these companies even existed. It is natural evolvement of these companies.

The common user just realized he or she needed more and demanded them for free.

The Enterprise market had DevOps features long before DevOps as term existed.

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