EDIT the missing content..: I mean currently it mostly is for the big users. There aren't too much things for "small" users. The big things like kubernetes, etc are really hard to configure / maintain, etc. I mean it's easier to maintain ansible / puppet / chef / etc... - scripts than maintaining a real "docker" environment. even looking at deis, flynn, openshift its not just run "this, upgrade with this".
after you setup the hole thing you need to create huge buildpack scripts or Dockerfiles or kubernetes configs or whatever. you just needed process isolation, now you build a infrastructure on top of a infrastructure.