Carbonite built its name on simplicity: install it, and it quietly backs up your PC to Carbonite's cloud for a flat yearly subscription. For someone who wants “backup” to be a thing they buy once and never think about, that's a legitimate and comfortable choice.
BackupKit asks one question Carbonite doesn't: whose cloud? Instead of bundling storage, BackupKit sends encrypted backups to storage you already own — a NAS, an FTP/SFTP server, your existing cloud drives. You give up “I never think about storage” to gain control over where your data sits and who can read it.