Unfortunately, what happens is a company adopts it from the start, and then it grows into an impossible-to-use forest where there's no meaningful way to bring things back to actually usable, and everyone is miserable.
The full time customizers need to justify their salary.
I'd rather pick any other ticketing system which has things done in one way than waste my life configuring jira
A lot of enterprise tools are "crap, why would the company ever use this", and 90% of that is in the implementation (or lack thereof)
You can either have something incredibly powerful, like Jira, with a lot of sharp edges, or you can use something incredibly similar. The latter would be more like 'no-code' since it's going to be drastically limited in terms of adapting to how your business does work, versus Jira which can be transformed into just about anything.
That 'just about anything' is the root of the problem, since over years a business will let dozens of people alter configurations and do special little bespoke things on their projects until it's unsustainable.
It's powerful. But I think a bunch of the dislike is because the edges are not sharp. They're very dull. That's why it's so clumsy to use. (Sure, it's still easy to cause damage, but that's not the same thing...)
Disclaimer: I have never actually had to use Jira. This is just my impression from listening to others complain.
After struggling along for 2-3 months, we moved over to Clubhouse (now called Shortcut) and the difference in speed and overall experience is night and day.