"Ships as a Docker image" might, for a lot of projects, just be a roundabout version of "it's a .zip file; unpack it into /opt"—but I think it's justified if your project is essentially a bunch of distro packages with a layer of policy-glue making them interoperate in a special way. Like OpenStack DevStack, or a NAS server appliance, or an "all-in-one" [L]AMP stack.