Same goes for Digital Ocean. No buzz words. Just hosting with droplets. They simply say "here pick a linux distro, configure whatever and don't ask us much about app support". I use their Linux distros for my own apps and if want anything extra I just install it and suffer my own actions' consequences. Not theirs.
So this "closer to your users" voodoo is a little beyond me.
Sure you can do that with any cloud (or multiple) that has datacenters in a suitable spread of regions, but I suppose the point (or claimed point, selling point, if you like) is that that's more difficult or more expensive to coordinate. Fly says 'give us one container spec and tell us in which regions to run it', not 'we give you machines/VMs in which regions you want, figure it out'. It's an abstraction on top of 'battle tested proven bedrock' providers in a sense, except that I believe they run their own metal (to keep costs down, presumably).
I mean chat or e-commerce yes, the edge and all.
But for a ticketing system, invoicing solution or such, a few hundred millisecons are not that much of a big deal but compliance, regulations matter more.