I think Cockroach tries to be a little too magical, which is great for starting up a cluster, but I think you can architect for much better performance with Vitess and owning your sharding model. I'm also very happy to use InnoDB, one of the most battle tested db engines to ever exist, while Cockroach is currently rewriting theirs from scratch. At the distributed level, I don't know of any massive scale adopters of Cockroach yet, though I'm not 100% looped in, so forgive me if I'm ignorant of them. On the other hand, Vitess has seen adopters like Slack, GitHub, Square, HubSpot, YouTube, with many more in various stages of adoption.

I feel like Citus might be trying to be too many things and so hasn't gotten the traction that Vitess has. Vitess has nailed OLTP at scale, while Citus is trying to also do OLAP and be a single source. That's the holy grail, but I'm not sure that any technology is close to handling both of those well yet.