I mean k8s is basically an infra rewrite in any shop that was/is currently VM based. "Hey you know that fundamental unit of isolation you've built all your tooling around. Throw it all away."

Don't get me wrong, I would absolutely go with k8s on any greenfield project but there's a huge huge opportunity for someone to take everyone's VM orchestration tools and quietly and semi-transparently add k8s support for gradual migrations.