They should think about what happens when expectations are so high that a single dev must deliver and maintain multiple products. What stops that single dev from leaving and offering the same product on his own.

The engineer might not be good at sales or at raising money or at doing taxes or doesn’t have the appetite for risk.

Yep there is the grind em to be so efficient they may as well start on their own. And now the sales and marketing side of things can ne assisted with AI, albeit not as good as pros but better than a dev and no AI to help.

Moats for software/web companies that are entirely "we've built it, it would be too expensive for you to replicate it" are getting much weaker. It's now quick to produce something that at least looks close to an existing product. You can't clone the backend, the know-how to handle some weird interactions etc, but still, you can get fairly far mimicking the frontend, and LLMs can write you the fancy marketing buzzwords too.

I think the part you can't easily clone will turn out to be the institutional processes that allow you to run at scale, onboard new people, deal with common requests that AI cannot on its own (e.g. legal compliance), the relationships you have with partners and vendors, the legal setups you have in place etc.

I'd assume that plenty of developers feel capable to building a better jira, and some try, and few/none succeed despite atlassian doing everything in their power to drive clients away, because cloning the project isn't the hard part with that type of product.