Citrix have a habit of losing their way
I remember when they were rebranding themselves as an infrastructure company, as one example.
Then there was the way they 'dropped' XenApp with the launch of XenDeskop 7.0 - only they didn't drop it, they just kind of hid it from sight.
And then they make some strange decisions - they spent all of that money for rights to XenServer and then did pretty much nothing with it. They removed or deprecated things like advanced storage features without any real warning. And yet they have some decent features when you consider the costs. Especially some of the tight integration with XD and XA.
Look at XenClient - this could have been a great product. I know some people fail to see a real use case, but I can see quite a few. Whatever your point of view, having a desktop/laptop bare metal hypervisor meant lots of separation. It could even be shoehorned onto a MacBook and that would've been a killer (if they could sort through licensing with Apple of course) for BYoD.
I've seen too many XenDesktop based VDI implementations that were done poorly to count.
I've seen too many XenApp implementations that weren't done particularly badly but went into environments that weren't designed for them and the contentions for resources killed Citrix. And as it was the thing users saw, then it was Citrix that got the blame.
I am a huge fan of using AppSense tools for things like managing profiles and enhancing security.
Personally I think that Citrix have an image problem that has been happening over a decade or more. Where do they position themselves in the enterprise any more? It's been a hard-sell for a while and with Microsoft and VMware snapping at their heels, it's only going to get harder.