The problem, in my mind, is that as other container formats that have been in the shadows due to Docker's huge mindshare could easily supplant Docker if other m

The problem, in my mind, is that as other container formats that have been in the shadows due to Docker's huge mindshare could easily supplant Docker if other major providers start switching their language away from 'Docker containers' to just 'containers' (witness existing language around ECS from Amazon), and pointing to a different format as their de-facto standard. Hosting companies will do what's in their best interest, and competing against an 'official' Docker container hosting solution might be less appealing than telling customers about their own system that uses (what may or may not be) a 'better' container format.