Features vs price, Gartner said (or maybe Forrester, I don't remember it well).
Customizable , Great support , Answers community , Hundreds of plugins , etc ....
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Immensely flexible, and handles multiple projects. I regularly recommend other tools for single purposes and single teams, but most of them become functionally useless as soon as you have two products or teams and want them to work together. The flexibility can be a blessing and a curse - the blessing is greater sharing and linking, the curse is that so many people will come to you and say "can we use Jira to replace our current system that does X really badly", and the answer is "yes, but we'll need to spend some time configuring it and getting it right"
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