When you want to create a bash script - and you choose bash for portability or for whatever reason - and still want to have a decent-looking command line interface, without investing effort in creating argument parsers and usage help.
The examples page shows real-world examples, and per-feature examples: https://bashly.dannyb.co/examples/
At its core it's just interacting with existing software like docker-compose, git, and some internal tools, which I find is still much, much easier to do with shell scripting than "proper" languages.
There are of course other alternatives such as `doit`
I need to build things that pass the bus audit: other people also have to understand them and work on them and, for better or for worse, Bash is a very popular lowest common denominator for many devs.