I think it's fundamentally a better solution. edit: (for desktops).
Why is it better than dual booting? Well, it's faster, and you can use whatever backing store you like (e.g. ZFS volumes for snapshots, LUKS encryption, ...), run services in the background, etc.
Why is it better than WINE? Far more compatible. Setting it up can be a hassle, but once you get it working it's (as far as I can tell) identical to a native boot. Better sandboxing (VM's aren't perfect and GPU passthrough likely introduces more holes, but that's better than running proprietary code on your main system).
That said, it's a power user thing and probably always will be. But then, isn't that the PC gaming market anyway?