The fact that they have yoinked their self-hosted option that was perfect for small/individual operators means their priorities no longer include growing organically.
A rabid fanbase of individual users is how you achieve meteoric growth. A sysadmin coming into a company that’s looking for a solution is only going to rave about products they have personally had an opportunity to use themselves.
Just like Microsoft with the former MSDN and its low entry costs, Atlassian has shot themselves in the foot and don’t even realize it.