Had they become more competitive in terms of pricing, a large, large chunk of companies would've used them rather than moving to solutions like Kube, etc, or a bunch of Heroku clones which are now taking off as it's being considered a "Sinking Ship".
Just see this:
https://blog.porter.run/why-companies-move-off-heroku/
The reasons they are suggesting [that companies leave Heroku for] (besides the costs) are a bunch of non-reasons and small nuisances. The main reason is the cost, and the cost issue will become bigger and bigger of an issue as competing solutions get cheaper and cheaper, until Heroku is completely sunk and abandoned.
We are still using Heroku and I really hope they would fix the pricing before we bite the bullet and just spend a couple of weeks moving to a cheaper alternative. There's no vendor lock in on 12 Factor Apps you see.