The ease of use offered by the cloud options and the capabilities of the self hosted option.

CockroachDB does what a database should do. Just sit there and hold my data reliably without me having to babysit. No worrying about partitioning. I don't care about servers going up or down or load balancers. I don't care if a new version is available. I just keep my schema up to date. Perform my CRUD operations and get on with building my business. And did I mention the support? Recently I had an issue where backups to an S3 compatible bucket stopped working. Within 24 hours I was on a call with a product manager talking through the issue to understand exactly what happened and what my recommended path forward would be. Yes, by running a serverless database in the cloud as a non-enterprise I am giving up some level of control, which is what happened here when they upgraded to the latest AWS S3 SDK that had some incompatible headers, but the tradeoff is that I have zero operational headaches to deal with. The last feature that works perfectly with my business model is the pay-as-you-go model where I can spin up as many clusters and databases as I like without getting nailed for every instance. I am in early days and I'm constantly spinning up new clusters for testing or very small customers. When I can create an isolated cluster for a customer and it only costs me a few dollars a month that's a huge win.

Horizontal scalability of the cockroach DB allows us to add more nodes to the cluster easily based on the data growth. Built-in high availability features that make it resilient to node failures using its automatic data replication and failover mechanism