To be honest I never really believed in the original business model: - subscriptions for companies and proprietary software - Deals with 3rd party integrations

It's cheaper and not more difficult to self-host most parts now a day, and improving (k8s, helm charts, things like flux and gitlab). The hard part being to actually write those integrations (github actions). You also have more flexibility as you can run whatever code you want on your infra.

So it was a matter of time that things would change (less features for free tiers, ads or another way to make money out of the user base, like with copilot)