There's a silent majority of people that don't use k8s (or containers) - hell there is a significant portion of servers that don't even use linux. I find the majority of engineers my age (mid 30s) think it is nothing more than straight marketing - between said marketing fueled vc dollars and "every company is a software company" there's a very good reason why k8s has taken off but I'd ask the following:

Why should it have?

Many people I talk with will complain about security, performance and complexity of k8s (and containers in general). Non-practicing engineers (read: directors/vps-eng) will complain about the associated cost with administering their k8s clusters both in terms of cloud cost and devops personnel cost.

Someone earlier mentioned it was the new wordpress - I don't think that's an unfair comparison, although I would challenge the complexity/cost of it.