I'm not sure accurate this is, but someone told me that to motivate Kubernetes in a company as opposed to swarm is easy, because there is more paid support and help available for Kubernetes as opposed to swarm. For example there are quite a few places that are starting to offer "Kubernetes as a service". At the end of the day I think your use case is very important and also that you work with something that you feel is gonna be future proof, in other words try think which one will stick around longer, Kubernetes or Docker swarm. But yeah both are really really really cool in their own way.