From the design of their website to the naming schemes, the price points and so on it all seems to be equally well thought out.
Back when considering which platform to try next (python/django or ruby/rails) I was very impressed with the way they did their best to minimize the surprise factor and to really inform the user up front of what they're getting in to.
The documentation is also excellent. I still don't know if I made the right choice, but I'm a bit too far in to django now to easily back out again so I guess I'll stick to it, but to see Heroku has now found very solid financing is definitely a factor to consider.