Earlier quoted context omitted.
Not really, the value of containers that most people have seen is that it's just a more portable package. It's easier to move between environments in a consistent way. If I do that with fancy orchestration, shell scripts, or configuration management largely doesn't matter. I can get most of the advantages with shell scripts.
As someone who has worked in an environment where thousands of machines were being deployed to, this is ridiculous. Orchestration is an area where good tooling makes an absolutely massive difference. Shell scripts are not a good tool for observability or handling rollbacks.
k8s or orchestration/clustering is not the only way to run containers. Amazon knows that. If I was to make a bet I say that Fargate or Lambda have much better chance of being a major money maker for AWS.