Their brilliant idea was to combine the amazing Wireguard with all the ideas from the VOIP world for performant p2p connections of mobile devices. That gave them a head start but especially with headscale existing, anyone can replicate that. Now, their business depends on being the slickest option for managing authentication, users, devices, and ACLs for businesses. The writing is already on the wall for selfhosters - we don’t really need all those features.