One argument that I think has been propelling kubernetes is that projects using orchestrated containers benefit from a consistent application environment, and such orchestrated deploys can be much more easily distributed when the entire stack configuration can be packaged, and it enables greater out-of-the-box functionality like autoscaling for the teams deploying these projects--the zero to jupyterhub project is a great example: https://zero-to-jupyterhub.readthedocs.io/en/latest/