They definitely appeal to IT teams which is a very different sales pitch than you would see for most enterprise CMS products, but rest assured the actual product is very user-friendly. The content entry UI is very straightforward and has easy to use hooks to live preview like any other CMS.

I spent a lot of years working in tech consulting and did a lot of CMS integrations. We desperately wanted to push clients to Contentful and away from ornery beasts like AEM, but Adobe can sell AEM by saying it's part of the "marketing cloud" and that it's magic power is in user engagement and analytics and whatever other marketingspeak lies. Contentful was the developer favorite, but it was hard to convince businesses it was in their best interests even though it totally was.