Even if this only accomplished one-way directional sync with backup and disaster recovery capabilities, it'd probably find a 10x wider audience.
If so, then Heroku connect probably does need an alternative.
A business user (non-technical 10x audience) just wants to sleep at night knowing their daily backup was successful and they have recovery capabilities on-demand.
There are unicorn scale companies in this space (such as https://www.owndata.com/). And Salesforce is getting back into the backup game.
So we decided to double down in this smaller, underserved area for now as we try to build something people love, even if it's a bit niche.
That being said, there probably is room in the backup space for challengers against the incumbents - it's a massive market.