I didn't say orchestration provides no value. I've spent the last 15 years building orchestration systems, I believe in them. I'm merely saying the most value of containers is achieved without requiring the adoption of orchestration. What I mean by that is if you take your existing means of running non-containerized apps, and change nothing except putting your app in a container, you will see a large benefit. Now changing your existing means of deploying application and swapping that out to an orchestration engine such as k8s may or may not benefit you. If you have 1000 servers, you will mostly likely see benefit. If you have 20, you might not.
k8s or orchestration/clustering is not the only way to run containers. Amazon knows that. If I was to make a bet I say that Fargate or Lambda have much better chance of being a major money maker for AWS.