This is fantastic research, Bogomil. I am adding a few new prospective companies that I have been looking for recently.

1. Business use cases are critical, and correlating business data with observability in eCommerce can be huge.

2. Most observability companies are getting very expensive bec they still use old legacy ways to store the data; also, what to keep is essential, and companies should have control over that.

3. EBPF is growing and should use unified observability from Trace, log, metrics, network, and security to a single place. Giving different tabs in the same software for all these doesn't solve the problem.

There are a lot more; these are a few sneak peeks.