This makes a big difference to small projects using the $7 hobby dynos, where the $20 of the SSL Endpoint add-on made Heroku less attractive than other options.

This makes a big difference to small projects using the $7 hobby dynos, where the $20 of the SSL Endpoint add-on made Heroku less attractive than other options. I'm interested to know how performance compares to the add-on, which uses a dedicated ELB per app (which is why it cost $20). On the one hand I would imagine switching to this new feature removes the need to pre-warm the endpoint (https://devcenter.heroku.com/articles/ssl-endpoint#performance https://devcenter.heroku.com/articles/ssl-endpoint#performan...), but on the other could presumably introduce noisy neighbour issues. "we will be rolling out exciting new features to it over the coming months" ...native Let's Encrypt support perhaps? :-)