They have always been stuck between prosumer, pro business, and enterprise.
They have tried to go subscription based licensing but that can be conflicting for companies who just want decent reliable network gear in all the above market segments.
I fit in the prosumer category and have about $10,000 in gear and while it's great for my needs I don't see myself ever spending money for network gear subscriptions.
It is nice stuff. I have several UniFi devices in a 2200 sq foot old house that are wired on Ethernet and the WiFi is great everywhere. They also have a line of point-to-point modified WiFi radios for long range links and it took about 30 minutes to set up a link between my house and another house on the property.