The async concept has been used for decades in pretty much every product I've worked on professionally, from enterprise raid controllers to network protocol implementations and telephony software. An engineer I respect once told me that really it's the only way to write services at scale, and anything else is just a step on the road until you reinvent it. He was probably exaggerating, but it is very important, and nearly ubiquitous.
Having used custom frameworks for async code in C and C++, it's really refreshing to have it baked into the language and well supported. It's yet another arrow in Rust's fantastic quiver.