Over on the Windows side, there is also another container technology called Glassware made by Sphere 3D. Focus on productivity containers/end user apps.
Sometimes I wonder about the strength of this sort of sales behaviour but ultimately I guess they make their own ecosystem by requiring specialized techies to translate even the sales pitch - promoting a sort of "it has got to be super-hyper-vigilantly efficient if I can't even understand what its good for, plus I can wash my hands of it professionally if it fails because anyone in their right mind can see the necessity of having someone else evaluate the usefulness of a system this incomprehensible"-response from certain managers.