New startups or small businesses. You're right they want control but they can't afford tons of money to sink into iterations with a professional designer (also what makes a professional designer nowadays?). With this they get to see tons of variants of a logo that feels right to them with ease to make adjustments. Yes, they might be a bit soulless but it'll look sleek if you have a decent eye for design and application. Always ask yourself and test it with will this look good on a website, business card, shirt, whatever you need.

I'd argue these little generators can produce better looking mathematically sound logos that are cheaper than dealing with a back and forth when you hire someone from upwork, 99, fiverr, your local college student.