People who like Jira (or rather want; I doubt one ever “needs” this thing), and make decisions on its implementation and payment, and force it on others, are not the people who are shopping for alternatives. So who these alternatives are really for?
I like Jira. Much more than Service Now
This looks great for me. Better than what I have, smaller/cheaper/more AI focused than Jira.
Presumably some of them?
PM says "we're going to start using Jira", engineer says "how about we use this thing that looks similar but is not as terrible as Jira?"