I'm genuinely not sure why they are trying to compete with the likes of Mesos or Kubernetes, or what they are really trying to achieve here. There is simply no way they'll build a community around nomad 1/2 as big as either of the aforementioned even if the software is really good.
I'm sure to a fan that "really freaking loves Mesos" you can't imagine other software competing with Mesos, but Hashicorp writes excellent software generally. Serf and Consul have completely sold me on Nomad, and I haven't even used it yet. I think there will be similar draw for many people that have used Hashicorp's software before.
Mesos is the only player right now that's trying to do multitenancy; separating the concerns of resource management from scheduler algorithms, UI's, etc. You put mesos on your hardware as your datacenter kernel, then you play around with various schedulers to support different workloads.
Done properly, I'd much rather see Nomad exist as a Mesos framework, so I could colocate it along side chronos/spark/marathon and see how it fits in. Instead if I wanted to run this I have to partition up my hardware and dedicate some to it, which is the whole thing that cluster managers are supposed to save you from having to do (by running multiple workloads on the same hardware.)
I get that this is operationally simpler to set up and install, but with that simplicity comes a huge amount of lock-in, because you can't do anything else with your hardware other than run Nomad on it.