Gitlab has a post money valuation of $6b on revenue of around $150m+. It’s not “winning” but arguably it’s okay to be #3 (behind Atlassian / Bitbucket though they’re more diversified). It’s clearly doing fine enough to IPO or get bought at a premium. They have some huge customers that refuse to use GitHub.

I do question the “kitchen sink” product strategy and whether it’s sustainable - Atlassian pulled it off by building a product line rather than an all-in-one.