Yep; do it at work (Security-related sensors for a DoD contractor) as well as my own small business. It doesn't have a foothold, and may not ever; we will see. I think a lot of the embedded rust content you see online is makers who are more interested in doing tricks with the ownership system and Async. So, I am an exception, but... I do recommend this workflow despite its lack of popularity!

I just like rust for the overall language and tooling. (For example, the workflow I described above); don't really care about the memory safety aspect to the degree it's often presented.

The biggest downside is I have to do a lot of leg work which wouldn't be required if done in C or C++. E.g. implementing hardware interfaces from datasheets and RMs. Sometimes there will be a Rust lib available, but in my experience they are rarely in a usable state.