There's a reason they are the fastest growing YC company ever, and got a16z in for 15M -- because they are straight killers. They have quietly created an internet empire until this point, and are building something that people love and use everyday.
A lot of folks wouldn't have the chutzpah to call out Heroku like that or are just too small to make this kind of attention. To me it seems as though they are helping Ruby devs save money and time. 8 dynos vs 4 dynos is a hell of a big difference when you're starting out. Also, seems like something that would be pretty fun to do if you worked there.