I don't understand how there isn't more competition. It's not that difficult to wire up different APIs. This is great for open source software because it's highly modular, independent development with very low levels of complexity.
I don't understand how Zapier has such high prices either. At some of the higher tiers, you could hire someone full time just to what Zapier does since they charge per task. Especially because it's not like people organizations are setting up different automations with completely different enough times to really justify the continuous cost.
I really thought it would be a very niche product for a very specific type of organization.