As soon as you're working with more than a few people at a time, or in an environment that has compliance, governance, or auditing requirements, you're moving up to Terraform Enterprise (either SaaS or on-prem). I admit you can get pretty far on their OSS offerings, but most folks who need the enterprise features are going to pay for them (SAML/SSO, audit log emissions, private datacenter/on-prem installs, etc). Small shops, startups, and the like? Probably not, but they don't have that much cash anyway; the benefit of marketing to them is a) if they do get big, you're already in the door to sell to them or b) they don't get big, but they grow the ecosystem with engineers knowing and using the products. Those engineers might either end up working for Hashicorp, or landing a gig at a job where they can evangelize the tools and advocate paying for them. Very similar to GitHub's model, and I'd argue it works for everyone; people who can pay, do, people who can't or won't still get value they otherwise wouldn't.
IMHO, configuration management compliments Packer and Terraform, it doesn't compete against it (based on my experience using Ansible and Packer for VMs of all sorts). Kubernetes is a beast in itself; the firms who implement Nomad are not the same as those who would go all in on k8s. Personally, I think Kubernetes is overly complex and prefer Nomad as a scheduler, YMMV (my jobs are more batch in nature, less services).