A couple days ago, I needed to set up a new website, so I registered the domain at Godaddy, created a new (free) app on Heroku, and pointed the new domain at the Heroku app via the free, integrated Zerigo solution. I had the app running on a Heroku subdomain within minutes, and was done within 4 hours, including domain resolution.
The speed and cost at which I can produce and validate an idea on Heroku is unmatched by anything else I've seen. Outside of the cost of the domain and my time, I have zero costs to toss a domain up on Heroku. If the idea bears fruit, I can transition over to a paid Heroku plan and keep running with it. If it doesn't, there's no real loss to me.
Meanwhile, it doesn't look like EY offers anything that would cost me less than $85/month.