I do custom enterprise software and there the story is somewhat different. In that landscape many existing workloads are either being migrated to VMs or contain

I do custom enterprise software and there the story is somewhat different. In that landscape many existing workloads are either being migrated to VMs or containers in the cloud or replaced with new cloud native applications. Companies are eager to have as minimal on-prem setup as possible (mostly for legacy software too difficult or risky to migrate). For entirely new applications serverless solutions are usually the first option to be considered since they are very easy to operate. Many clients also don't have much expertise in-house for operating k8s so new workloads would be operated by outsourced ops teams or development teams themselves which is very expensive. Large enterprises also have formed some sort of "strategic partnership" or alliance with either Amazon or Microsoft so cloud agnosticism rarely enters the picture. In addition to being easier to operate, skilled development teams are also very fast to deliver on serverless since there's very little infrastructure-level things to worry about. The team can focus on business logic and delivering value from day 1. If you only look at Heroku I can assure you the market for serverless is much bigger and constantly growing.