While it was catchy and resonated with people tired of OpenSSL patching (šāāļø), the #serverless branding epitomized how hard it is to sell the future absence of something that the buyer isn't currently aware of or responsible for.
There were a lot of follow-on attempts to define a constructive alternative for consumption-based, scale-to-zero systems: servicefull, Cloud-First, POLA, FinOps, DevOpsLesser, only business logic, TTM, scalability. Each spoke to a different, smaller coalition.