what's "maintenance" here ? If app is also using PostgreSQL it should be just initial effort of writing/importing code to run it, no ?

You pay for everything you build - the more complexity you put into it the more that costs over time. Dependencies need to be updated, language/framework upgrades usually break something, new features/requirements introduce additional complexity and code to manage. Software just costs money every day - not a lot, our industry is much lower margin than, say, stamping sheets of metal into tools - but it still has operational costs beyond just the money to operate the hardware we run our products on.