Context: Software companies must become better at delivering software to remain relevant in the market. Continuous integration and delivery practices promise to streamline software deliveries to end-users by implementing an automated software development and delivery pipeline. However, implementing or retrofitting an organization with such a pipeline is a substantial investment, while the reporting on benefits and their relevance in specific contexts/domains are vague. Aim: In this study, we explore continuous software engineering practices from an investment-benefit perspective. We identify what benefits can be attained by adopting continuous practices, what the associated investments and risks are, and analyze what parameters determine their relevance. Method: We perform a multiple case study to understand state-of-practice, organizational aims, and challenges in adopting continuous software engineering practices. We compare state-of-practice with state-of-the-art to validate the best practices and identify relevant gaps for further investigation. Results: We found that companies start the CI/CD adoption by automating and streamlining the internal development process with clear and immediate benefits. However, upgrading customers to continuous deliveries is a major obstacle due to existing agreements and customer push-back. Renegotiating existing agreements comes with a risk of losing customers and disrupting the whole organization. Conclusions: We conclude that the benefits of CI/CD are overstated in literature without considering the contextual and domain complexities rendering some benefits infeasible. We identify the need to understand the customer and organizational perspectives further and understand the contextual requirements towards the CI/CD.