I think Bazel can be a good fit for larger polyglot organizations that need to manage large codebases in many languages in a uniform way. Basically Google-circa-2010-sized organizations, coincidentally!
For smaller teams, adopting Bazel too early can be a real productivity drain, where you get all of the downsides of its constraints without as many of its benefits. Bazel is overkill for a project of ~10 Go apps, for example. Ko was actually created to help such a project (Knative) migrate off of Bazel's rules_docker to something better, and I think it achieved the goal!
https://github.com/bazelbuild/rules_docker#rust_image