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k8s, for example, incorporates service discovery. As far as I can tell, swarmkit does not. k8s incorporates networking, containerd does not. Similar for things like ingress load balancing.Swarmkit does in fact implement service discovery, networking, and ingress load-balancing. It also implements out-of-the-box node security and mutual TLS, secure secrets management, a built-in raft store, infrastructure-agnostic overlay networking, and various goodies which we needed to make Docker work great out of the box.
containerd is a different type of component entirely - in fact it is very complementary to kubernetes.
> There are certainly potential customers debating, directly, k8s vs your full Docker platform
They typically debate Docker vs kubernetes-based platforms (among other possible alternatives). If they're a Red Hat shop, they typically evaluate Openshift. Sometimes there's a team building an in-house platform. Nobody ever deploys kub alone in production. There is always some form of platform on top.