We used this with Azure. We contracted a firm to write a stack for eCommerce sites we were spinning up left and right. It passed through ITIL and was approved all over the chain. After that - security was happy, ops was happy, everyone was happy. Everything was just deploying an application - be it an application making millions of dollars per instance across many brands.
It enabled the branding/marketing teams to launch sites without waiting for months of tech backlog. it was beautiful