I really don't understand how Asana excels at anything, let alone is a '10x'. They probably need to spend a fortune in marketing just to get people to sign up.
It makes a lot more sense for marketers and others like us. I've tried getting away from Asana over and over but keep coming back. Everything else either isn't feature rich enough or is too difficult to use. They manage to strike the right balance. To me Asana is the epitome of the Churchill quote "Democracy is the worst form of government except all the others that have been tried"