That is the intention. I don't want excitement with my note-taking, I want plain, boring, open-standards that will survive the test of time.
Chances are high that your startup will: 1) Fail 2) Get acquired and gets shut down 3) Aggressively monetize leading to poor UI/UX (i.e. Evernote)
The whole advantage of Obsidian is that it relies on an open format, and makes it easy to transition to a new platform
I want a system that I know 20 years from now I can still use (or can transition to a better one).
Maybe I'm in the minority but I've tried at least 10 different note taking apps over the last decade, and none of them have staying power because they all fall into the three issues I outlined above.