Rust is fantastic for embedded. There are no hard obstacles. The reason to do it IMO is not memory safety, but because holistically the language and tools are (to me) nicer. Enums, namespacing, no headers, `cargo run --release` "just works". (I have found, at least in OSS, compiling C embedded project is a mess. Linker errors, you need to have a certain OS with certain dependencies, there are many scripts etc). Good error messages, easy to structure your programs in a reliable way etc. Overall, I just find it to be a better designed language.
I have found the most fundamental tooling for rust on Espressif's RiscV, and Cortex-M ARM for various STM-32 variants to be great. The cortex-m crate, defmt, and probe-rs, and the PAC project is fantastic.
On the down side, I have have to build my own tooling. I wrote and maintain my own HAL for STM32, and have had to write my own libraries for every piece of hardware. This comes with the territory of a new language, and suspect this will gradually improve this time - especially with vendor support. Because the fundamental libraries are around, this is just reading datasheets and making rust functions/structs etc that do the MMIO as described in the datasheets. Can be tedious (Especially if building a complete library instead of implementing what you need for a given project), but is not an obstacle.
My most complicated rust embedded firmware was a FPV-style UAS. I did it without an RTOS, using interrupt-based control flow.