Hey former Guardian employee here. The Guardian has hundreds of servers running, pretty much all EC2 instances. EC2 images are baked and derived from official images, similarly to the way you bake a docker image. We built tools before docker became the de facto standard, so we could easily keep the EC2 images up to date. We integrated pretty well with AWS so that the basic constructs of autoscaling and load balancer…
I think for a company starting out that AMIs (Amazon Machine Images), which from your description is probably what you're using, is actually a much better way to go than docker containers, because you get a large part of the orchestration for free with the AWS EC2 auto-scaling and health detection without most of docker complexity.
(I would suggest using something like Terraform to set it up in a reproducible way though)