I don’t know about established companies pivoting but new operations/projects don’t seem to default to Jira like they did previously. In my very non-scientific sample size, I’ve noticed a shift in the last 3-6 months
I’ve just been surprised lately at how often it isn’t the first thing mentioned. I came from a Fortune 500 and Jira was mostly hated there as well. I still think its foothold is so big that it’ll be a long time before anyone goes through the effort to migrate. I’d personally rather live with it than try to replace it.