Gist of the thing:

    As a Rails developer, I've become tired of messing with
    ruby versions, gem dependencies, bundle installations,
    deploy-time asset precompilation on my servers,
    etc. ... Basically, what I wanted was a Heroku-like 
    workflow that generates and hosts debian packages, 
    which is what  exactly what PKGR provides.

As a customer of Heroku's excellent but rather expensive services, and a fan of deployment via package management, I'm certainly intrigued.