When I said you could set everything up in under 30 minutes, I meant starting with a bare Macintosh (or Linux box), with no development tools or Heroku account, and ending with fully deployed and scalable production application.

The second time through, I can probably do it in under 60 seconds.

  rails new my_app
  cd my_app
  git init
  git add .
  git commit -m "My application"
  heroku create
  git push heroku master

Creating database tables adds a few more commands:

  rails generate model post title:string body:string
  # Commit new files.
  rake db:migrate
  heroku maintenance:on
  git push heroku
  heroku rake db:migrate
  heroku maintenance:off

I imagine that Microsoft, PHP and Django have something similar, or are working on it as we speak.