This "marketing vs. engineering" debate is much wider than just Docker, I think, and it's a big concern for me. My big worry is that Docker becomes a target of unfair criticism just because it's successful and hyped beyond our control.
I didn't write this particular article, but I do write our release announcements. Here's the last I wrote: http://blog.docker.io/2013/11/docker-0-7-docker-now-runs-on-... . If you see any bullshit in there, please let me know.
My problem is this: On the one hand, Docker's success so far is engineer-driven. If you visit our IRC channel or follow our github repo, you'll see what I mean. This week we merged 71 pull requests from 44 people. Real engineering teams are using Docker and giving presentations about why it makes their jobs easier. Our marketing consists of helping them meetup in the smae place and show each other their latest hacks.
On the other hand, there is a lot of demand to democratize the story behind docker and containers in general - to explain in plain language why they are important and can change the way software is built and distributed. Typically these demands come from engineers who need to convince their management to allow for broader use of Docker. As a result we produced the now famous shipping container analogy, produced a high-level slide deck, emphasized the high-level advantages of Docker, etc. This has helped a lot of non-experts to realize the importance of what we're doing and how it will affect them.
As a result you get short, appealing sentences like "with Docker you can build an application once, and run it anywhere". Of course, there are caveats - there always are - this or that machine cannot run it, certain versions of Linux don't support it etc. etc. Likewise you could argue that shipping containers can't actually be used for all freight - you can't ship live animals in them! Oil tankers don't use shipping containers! Those arguments are correct, but don't change the fact that shipping containers have changed the World economy in a big way - and so will containers.
My dilemma is that, as an engineer myself, I sympathize with you, and frankly I want you, my peer, to like my work. But every project needs marketing - even Linux, which certainly wouldn't be what it is today if many people didn't spend time and money explaining how it can change the World.
Long story short: I think we engineers live in the perpetual hypocrisy of denouncing marketing without realizing just how much we depend on it.