They seem to have pivoted BitBucket a few years ago. Rather than being a GitHub competitor, they moved to being the default option for companies that buy into the Atlassian ecosystem. JIRA was always their big product, and they've expanded into a bunch of other JIRA-adjacent products (sometimes via acquisitions) such as Trello and OpsGenie. For a company their size it makes sense to have BitBucket as a box they can tick in sales pitches, but I think they realised a long time ago that they weren't going to win anyone based purely on that.
