In my own experience the coolest place I ever worked was a small company that was making a lot of money and the owner was still in control. Atlassian sounds like that made large and with an added edge of modern tech-cool.
Fiona Smith’s excellent article in the BRW sets out in jealously-inducing detail what a great company can do to attract and keep the best of staff. It really is worth a read even if you are not an employer or prospective employee – just because it shows how approaching things from a different angle can make a real, material difference. We don’t have to keep doing employment or education or shopping the same just because that’s the way they worked for the last 150 years. The entire approach can be changed and very successfully.