It's not a fad, but a fashion. People wear it because it looks cool on your CV or consultancy offering, not because it keeps you warm and dry. They don't even understand it properly. Even AWS, who I work with regularly on EKS issues, seem not to understand their own offering properly.

Ultimately in a lot of companies it ends up an expensive piss soaked nightmare wearing a jacket with "success" printed across it.

I like the idea but the implementation sucks and echoing the root poster, containers have some unique problems which can indeed cause you some real trouble and friction. It makes sense for really horizontal simple things, which isn't a lot of stuff on the market.