I think org-mode has several fairly orthogonal use cases, including literate programming (your Jupyter reference), outlining, markup, task management, spreadsheets, and many more. And the community has done an amazing job of implementing all of these really well, each for itself, while still maintaining a working ecosystem. But I only use a small subset of that when I use org mode. The amount of metadata that needs to be included in a full-blown org-mode document seems to be increasing, and I feel more and more like I am writing a specification with verbose syntax (and personally, I find "#+BEGIN ... #+END" blocks or similar keywords unappealing).