Someone below compared this to systemd - it's really more like your entire containerization operating system. And since you run everything via containers, it effectively is your operating system/platform.
So, clearly they (and CoreOS, etc.) will want to monetize their container operating system/platforms. But is it really a good idea to build the entire industry's concept and implementation of containers themselves on the back of a single company's implementation, when we know a healthy ecosystem would see a number of companies with competing implementations of container OS with varying degrees of compatibility, and hopefully eventually open standards.
I really am beginning to see the CoreOS guys point here - if Docker could have just stuck to running containers and doing that awesome, there would have been space for other companies to build out the ecosystem around that shared interoperable container format. But if Docker is now set on tightly bundling a toolchain for the container operating system around their format, suddenly it looks a lot more like they took a Microsoft embrace-extend-extinguish approach to LXC.
And thus the need for Rocket.