I wonder whether this is a distinction that exists in your mind, as someone intimately involved in the development of the docker tool and the Docker, Inc business model more so than in the minds of Docker users. You have a vested interest in making Docker encompass all that Docker, Inc produces. For many of us, this is actually against our interests. A lot of us want Docker to just be the base containerization layer with other offerings (like k8s, swarm, etc) built on top of it and branded separately. Continually adding more to the docker base layer adds confusion in the minds of people who don't follow Docker closely, makes it harder to get it approved for use in our organizations and increases the security footprint that needs to be audited.
I won't speak for others, but it would make my life much easier if you'd build (and name) your offerings on top of the base containerization tool like everyone else rather than trying to stuff everything into one tool with one name. You have no idea how hard some of us have had to fight inside our organizations to simply deploy builds inside containers. Increasing the scope of what Docker means is just giving ammunition to our internal opponents.
I understand why you're doing what you're doing...there's no money in developing that base layer unless you can parlay it into selling the other parts of your platform, but just understand that what you're doing isn't really user-friendly and many users won't pliantly go along with whatever marketing decisions you make. Like it or not, Docker is an ecosystem, not a platform. It has a life of its own that you're only partially able to shape. You have the advantage of being able to shape the roadmap for the underlying containerization layer and the goodwill that comes from putting in the work to have created initially and maintain that layer on an ongoing basis. That should be enough without leveraging it further.