I am using it for a small project in my company and I'm pretty happy with it. It's nice for enterprise-level projects that are not Open Source.
You could pay for GitHub or even get a private BitBucket repo for free, but some companies just prefer having their own thing.
Yeah, uh, there's plenty of room for people like me who have lots of repos that either MUST or should stay private, but neither wants to use BitBucket, nor pay $5k/year, although that is pretty cheap to start with, my projects aren't for revenue generation.
