Heroku was popular with startups who didn’t have infrastructure skills but the price was high enough that anyone who wasn’t in that triangle of “lavish budget, small team, limited app diversity” wasn’t using it. Things like AWS IaaS were far more popular due to the lower cost and greater flexibility but even that was far from a majority service class.

I am not sure if you are trying to refute my lived experience or what exactly the point is. Heroku was wildly popular with startups at the time, not just those with lavish budgets. I was already touching RDS at this point and even before RDS came around no organization I worked at had me jumping on bare metal to provision services myself. There always a system in place where someone helped out engineering to deploy systems. I know this was not always the case but the person I was responding to made it sound like 15 years ago all engineers were provisioning their own database and doing other times of dev/sys ops on a regular basis. It’s not true at least in SV.