It's not as easy as Heroku as there's no managed Postgres, but it's well-documented with a few paths.
However, the main reason Fly stands out is their focus on multi-region deployments. Ever wondered why facebook.com is fast no matter where you are? Fly provides app-level tooling to make this superpower available to everyone.
It's especially important if you're making heavy use of Web Sockets.
Everyone wants to be the new Heroku, but that should be table stakes. Fly is innovative in the same way Heroku was when it launched.