I don't think I'd use this for my core application (where it's worth building application-specific distribution), but having an option in the toolbox for other/internal/non-core apps which have grown beyond a single machine.

(I met the founder at a conference last year where we were both speaking; I was suspicious of the whole model (because it sounds like magic), but talked with them a bit more and it seems legit for a lot of workloads.)