The documentation could be better. Getting my brain around what a Docker commit actually is and when the cache breaks for a RUN command vs a COPY command took some digging.
They are definitely catering to the "up and running" crowd.
The idea of combining image creation with container deployment and making the CLI as "sugar-ey" and "user-friendly" as possible is mostly marketing fluff designed to make containers easy to swallow for the masses.
However, the API IS powerful. Combined with tools like CoreOS and Kubernetes, or some in-house custom built tools and Docker is a pretty spicy piece of technology that is definitely worth it.