Things have already changed since the first release of Kubernetes. Specifically hosted Kubernetes, aka GKE/EKS/AKS, is a marked step forwards from running Kubernetes yourself, that I think doesn't get enough recognition. We'll see what the future holds, but my prediction is that the future holds more layers of indirection, and the future of running web services is on AWS Lambda/Azure Functions/Google Cloud Functions, and other fully-managed PaaS, like Heroku, with more vendor agnosticism. Running Kubernetes, in addition to the technical benefits, also enables a company to treat AWS/GCP/Azure as a commodity, and can credibly threaten to move clouds when the contract is up for renewal.