TiDB has been widely adopted by many users (https://github.com/pingcap/docs/blob/master/adopters.md) in production because it support the best features of both RDBMS and NoSQL. It is quickly evolving and iterating based on users’ requirements which are prioritized and listed on the Roadmap.
However there's a difference between architecture and deployment, and having everything in a single package makes operations much easier. CockroachDB also uses a KV storage layer (using RocksDB) with SQL on top.
For the business users, we support ansible and K8s deployment, both can help them run the TiDB easily and quickly in production. The deployment is not a problem so far.
IMO, for the distributed system, if you need to operate many instances (10, 100 or even more), what you pay attention to most is not whether the instance is one single binary or not, but is how to operate all these easily. At that time, there is no much difference.