Sure, MS aligns their marketing budgets with ever changing crowd's favorite pets. Today it's k8s, probably there is some shiny new next big thing 12 months from now, that devs and architects what to add to their resume skills list.
MS has no targets on selling SF. It's a project that first and foremost must run their complete Azure infrastructure and services. SF's #1 customer is and shall be MS. So no, there is no hype around it followed by a cheering crowd.
But yes, SF is used quite a lot, mostly by .Net or Java focussed (SaaS) enterprises, where multi tenancy and stateful reliable microservices that (really) scale horizontally. Check for example:
https://twitter.com/3tornados/status/1243393599309414400