This is the correct view. Docker is a company selling some useful products, but the OCI (Open Container Initiative) format is what is interesting, and it can be used with many different tools not just Docker's.
I really don't get the semantic arguments against serverless. The name perfectly describes what it is: an abstraction where the developer doesn't have to worry about a server. It's really that simple.
If you have another model that you think is better, why don't you come up with a name for it, instead of trying to co-op a perfectly cromulent term that is already in wide usage?
I work for a non-profit scientific research organization and we pay for a DockerHub Team subscription. It's where we host almost all of our images. But we also had a small Free Team that was used for one project just to put it in a different namespace, which we now have to scramble to move somewhere. It doesn't make any sense to double our costs just for that one project.
This move by Docker does not inspire any confidence in their long-term management, and will very likely drive us away from DockerHub entirely. It's really sad to watch this company fall from grace. I was an early adopter and always rooted for them from the very beginning.