Why is Intercom ending its Integration with Heroku?

Had an email today saying that Intercom is deprecating it's relationship with Heroku. I would have thought it would have been a good source of new users. I can only think that they're not the 'right' type of users?

Anyway, simply instructions to transition: https://gist.github.com/patrickod/dea4a7b91c085fb766d8

"Ben from Intercom here. You're currently an admin on an app using the Intercom Heroku add-on. On August 29th, we will be ending our integration with Heroku, and Heroku will be removing the Intercom add-on from all apps.

To ensure you retain access to your account, please confirm your password. If you have not set a password on your account, you will have the opportunity to set one.

To ensure your install continues to work please follow these instructions. There is no other action required on your part but if you have any questions whatsoever about this process, please just reply to this mail."