I really like the idea of devoting the entire team to improving the processes, helps avoid the inevitable annoyance by uninvolved devs to the changes. To use manager speak it gets "buy in".
Many organisations are not even at the stage of automating their deployment process. Yes, this process seems obvious for those of us who are constantly seeking a better way to do things, but many software development shops are still doing bespoke builds and manual deployments. What seems obvious and intuitive to you is new, scary and different to many people.
