First sentence in the article: "Atlassian, an Australian maker of online collaboration tools for businesses, is gunning for the same market as fast-growing startup Box Inc."
Saying that they're gunning for the same market seems a stretch to me. No one's going to say "I was thinking of buying Jira, but I just went with Box instead."
Leading off with drawing parallels between Atlassian and Box just strikes me as not helpful.
edit: grammars