I've noticed two main customer groups:

- Small businesses or individual entrepreneurs who know Jira from previous roles and use Discord for communication as it's cheap (free). I belong to this group.

- Fast-growing companies with a large Discord community, like in gaming, AI, tech or crypto, often pick Jira for stronger ticketing/task management.

Many more people appreciate Jira than it seems, even if it often gets criticism on HN in comparison to tools like Notion.