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I like the single-binary approach that Nomad (and Consul) uses. Whereas, Kubernetes feels like a complicated web of services and APIs that need to work together. There's also a bunch of choices that need to be made up front when deploying Kubernetes to decide which distribution to use and which components you may or may not need. Kubernetes is a lot more flexible and powerful than Nomad, but Nomad is a lot easier to deploy and manage.

Same reason why you use Ruby instead of Java, Nomad has its own opinionated way of doing things that jives with a lot of people.

Why use a knife when you can use our EveryThingCutter-9000 that requires a week of training to operate.