I think the sales pitch for these sorts of service is: "Get an SSH-like experience, but it integrates with your corporate single-sign-on system, has activity logs that can't be deleted even if you're root on the target, sorts out your every-ephemeral-cloud-instance-has-a-different-fingerprint issues, and we'll sort out all the reverse-tunnelling-through-NAT and bastion-host-for-virtual-private-cloud stuff too"
Big businesses pursuing SOC2 compliance love this sort of thing.
https://fly.io/blog/soc2-the-screenshots-will-continue-until...
The second order problem I've found is when you dig in there are plenty of people who ask for certs but when push comes to shove really want functionality where when user access is cancelled all active sessions get torn down immediatly as well.