Besides Netflix, I'd put Twitter as an early pioneer, with their work on Finagle. Both of these companies, for better or worse, took a library-centric approach (Eureka/Hystrix/etc or the Finagle lib). This limited their applicability to the JVM.
The sidecar model that AirBnb pioneered with SmartStack, later adopted by Yelp and others was the cheapest way to get non-Java langs to have similar resilience/observability semantics. And now given the popularity of polyglot architectures, it's probably should be the default choice for companies adopting microservices.