There's a question of "which people?" Sure, there are some cases where people will want their own OSes / images / kernels. But there's also a huge group of "people" who would prefer to make the whole issue of "image" disappear. They're more happy to deploy to heroku / dotcloud / something similar where they can have the NoOps environment.

And for those providers secure containers will have a much lower overhead than full blown virtual machines.