DHH mentioned they built it to move from the cloud to bare metal. He glorifies the simplicity but I can't help thinking they are a special use case of predictable, non-huge load. Uber, for example, moved to the cloud. I feel like in the span between them there are far more companies for which Kamal is not enough. I hope I'm wrong, though. It'll be nice for many companies to be have the choice of exiting the cloud.
And due to the insane markup of many cloud services it can make sense to just use beefier servers 24/7 to deal with the peaks. From my experience crazy traffic outliers that need sophisticated auto-scaling rarely happens outside of VC-fueled growth trajectories.