"Heroku is Just Unix"
No. Heroku is not "Just Unix". This statement is completely 100% wrong. To claim that what Heroku or any other PaaS does is "just VPS" or "just Unix" is so far off. People vastly underestimate how difficult it is to run a PaaS and how much technology it takes to pull it off at scale.
I speak from experience, having built one PaaS from scratch and having used CloudFoundry to build a second one. The technology to get "just unix" into a fully managed, n-tier, scalable system is incredibly complex.
I have heard people complain that CloudFoundry is overly complex, but these people judge a piece of open source code that does something that for so long has been hidden behind the curtains. Heroku is at least as complex if not more so, you just never see that part of the equation because you don't have to.