It does, but relatively few of those technologies have the desperate money being shoveled into their marketing in the way that containers in particular (and non-RDBMS datastores, to a lesser extent) have. So those tend to get called out explicitly because no, unless you are profoundly out of the ordinary, you don't need a hot new Kubernetes cluster on day one.

Exactly. I have seen this container hype exploding in recent years. A quick example: I worked for a stratup who spends ~60% of their AWS budget of operating Kubernetes and roughly ~40% on their own services. I asked their chief IT guy why is that and he could not justify it with anything other than Kubernetes is cool.