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Doesn't this cover shifting the onus onto service providers?

"As of today, all new services must accept an unmodified payload over HTTP. Any service that does not will be rejected."

You still have to write the Ruby layer if you want to appear in the list. I think they should get rid of the Ruby file requirement.

Well, that's what the post-receive URLs (https://help.github.com/articles/post-receive-hooks) are intended for, though you're right that you won't appear in the services list.