They had lightning in a bottle because they had an amazing developer experience… and gave everyone free compute and data transfer.
So much of the value was already delivered in that simple `git push heroku master` which gave you a container + load balancer + a database. The vast majority of people didn’t need more. And of those that were left that did far too few of them were willing to suddenly start paying $32/mo per dyno (you just gave me one for free! I only want one more!) or make the jump to multiple hundreds of dollars for a database.
Read any of the threads about Heroku over the years. The biggest complaint is always “it’s too expensive”. Even when a large percentage of what was on people’s bills were add-ons like databases, new relic, redis, logging, etc (i.e., not Heroku).
And the company I worked for hired a full devops team to save us like 5 grand per month on Heroku, only to end up with a much worse developer experience.
This problem one doesn't have, if one pays attention to devops from the start, maybe keeping 1 or 2 capable devops people, who keep things lean. Problem is of course finding the capable ones with the right mindset to keep things as simple and lean as possible.
The result of suddenly needing to hire devops should be to get a convenient setup, but then do you really still need the whole devops team? And if you don't, then hiring them for limited time might come at a cost (hiring freelancers or consultants).
So much of the value was already delivered in that simple `git push heroku master` which gave you a container + load balancer + a database. The vast majority of people didn’t need more. And of those that were left that did far too few of them were willing to suddenly start paying $32/mo per dyno (you just gave me one for free! I only want one more!) or make the jump to multiple hundreds of dollars for a database.
Read any of the threads about Heroku over the years. The biggest complaint is always “it’s too expensive”. Even when a large percentage of what was on people’s bills were add-ons like databases, new relic, redis, logging, etc (i.e., not Heroku).