k8s is not the right tool for every job. Most companies are not at the scale where they need to worry about the problems that it's trying to solve. But it's a cargo cult - they see the blog posts about how moving to k8s solves a bunch of problems that come up as you scale and decide they need to be solving all of those problems also even though there are simpler solutions at their current scale.
There's a bunch of other platforms out there that are way more opinionated and less "awkward" but they don't have the buzz that k8s has.