You're comparing it with "buy server(s) per project approach" but many companies went to "buy a bunch of servers and run VMs under some controller" long before

You're comparing it with "buy server(s) per project approach" but many companies went to "buy a bunch of servers and run VMs under some controller" long before k8s existed. Hell, that's whole VMware business model. Sure containers allow for more dynamic fitting, especially memory wise but that's not the biggest benefit. The difference here is not between utilization but the fact that k8s allows developer to deploy "smaller unit" - they don't need to manage whole VM, they just need to push a container to it. And keep the deployment config near the app itself and not a document to throw across the wall to ops to realize.