Most Jira "alternatives" don't really get Jira in first place.
Yes, it is a huge beast, because big corps have huge complex workflows.
This is like objecting to a fairly lightweight orchestration tool calling itself a 'Kubernetes alternative' - it is an alternative, it won't necessarily fulfil all needs of everyone using Kubernetes (resp. Jira), but it will for a lot of them, a lot of them don't need everything it's offering anyway. Of course they're going to use one of the most well-known players to paint the picture of what sort of thing the product is.