I think the real alternative is Heroku or running on VMs, but then you do not get service discovery, or a cloud agnostic API for querying running services, or automatic restarts, or rolling updates, or encrypted secrets, or automatic log aggregation, or plug-and-play monitoring, or VM scaling, or an EXCELLENT decoupled solution for deploying my applications ( keel.sh ), or liveness and readiness probes...
But nobody needs those things right?