[danjac]

Again, standing in the shoes of a beginner, you don't know what you don't know.

Heroku offered a path to easy, relatively secure deployment of a database-driven web application. If your aim is to just get something up and running - an MVP - it was probably fine, until it got too expensive. Maybe then you could buckle down and learn the "right" way, or maybe your business took off and you could just keep paying Heroku. If you're running a one-person SAAS, you might not have the time to spend on learning devops, when you have to fix bugs and add features and deal with customer support and sales. Sure, you'll hit that pain point when Heroku no longer works for you, but as detailed in the original post, that pain point may be years off.