I looked briefly at Earthly a while ago for work because I have to write CI integrations for a whole bunch of CI platforms (GitLab, Azure DevOps, Jenkins, and maybe GitHub Actions). I ended up going with a very similar product (i.e., another nice BuildKit frontend with integrations into a bunch of CI systems), Dagger, because the DSL it used for defining pipelines at the time seemed better to me. I ended up deeply regretting this decision, as the Dagger devs have de facto abandoned that language entirely in favor of churning out SDKs for the most popular programming languages— all imperative, all Turing-complete, and all, imo, bad fits for the space. So now I'm back in hell, integrating with all of these systems by hand, hesitant to trust this kind of tooling to a startup again.
To me this is still the most appealing use case of something like Earthly. Push-and-see-what-happens is still the norm on almost all CI systems, and it's an abominable workflow. If you are at a large organization and have to support teams that use a wide variety of CI/CD platforms, something like Earthly could potentially save quite a lot of pain. But the appeal is precisely in supporting existing CI platforms, rather than in adding another one.