Their customers are developers, their product is a dev tool. No different than any other company obsessing over great UX. Stripe won because of the developer experience.
Tangent, but same with Quickbooks Online. Seems most accountants and bookkeepers I have spoken to hate it, however it has a really useable api and simple callback system which makes it super attractive to developers.
No surprise then that it is the worlds most used accounting software, even though most of its users hate it.
No surprise then that it is the worlds most used accounting software, even though most of its users hate it.