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Great observation. The trade off is that the market is pretty small, and Atlassian controls the walled garden.

I built a WordPress plugin, and definitely struggle with people expecting everything for free.

I guess it's relative. Our market isn't the number of users of a consumer market like the Apple App Store or Google Play. But then again there's millions of apps in each and getting yours noticed is extremely hard.

Part of what we're trying to do for our devs is grow it steadily year by year, and small developers are able to grow along with us (often faster as they first gain new customers). You may not know this but there's more than 60,000 organizations with anywhere from 10 to thousands of users in our customer base. There's a whole lot more startups with 1 to 9 folks too. They've collectively bought a few hundred thousand licenses of our ecosystem developers products so far since we launched.

I'd also counter that we're fairly open about what you can build. We work hard to have supported, public, documented APIs and patterns, but within that you can pretty much build anything you want. Candidly you probably don't want to build something directly in competition with Atlassian but there's lot of value to add around what we do. Last thing we released publicly on this was a while ago - I'm working on another release because our devs are much further along at this point but here you go https://techcrunch.com/2015/12/15/atlassians-marketplace-for...

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