And that's what everyone else doesn't want, what makes it such a PITA to use for those that don't need it. Essentially I think anyone looking for or interested in an 'alternative to Jira' exactly doesn't want that mess to follow them away from it.
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.