Exactly what I was wondering. It's a lengthy explanation explaining how they provide a commodity service: i.e. running vanilla docker containers from vanilla docker registries) doing all sorts of clever and seemingly complicated things. But in the end what you buy is the ability to run a docker container that you publish to a docker registry that you develop and test using docker.

I'm sure there is some advantage to all that cleverness but its not at all clear what that is (cost?). So, I disagree it the article is that well written. There's a lot of what and how but not a whole lot of why that matters to their customers. It kind of fails to communicate that part. It could be as simple as "you pay less for more because we did X and this is how we did it and why that matters to you".

Writing is hard.