Except that Heroku is very much targeting their brand for the do-it-yourself amateur projects (i.e. the handholding crowd) with their "starts-at-free" pricing,

Except that Heroku is very much targeting their brand for the do-it-yourself amateur projects (i.e. the handholding crowd) with their "starts-at-free" pricing, cutesy naming for all their a la carte features, and full-service VPS setup. At best, it's inconsistent and/or careless. At worst, this was their plan all along.