That's the kind of cost-benefit analysis that's lazy on Heroku's part though, and doesn't properly track brand damage or even attempt to think about second orde

That's the kind of cost-benefit analysis that's lazy on Heroku's part though, and doesn't properly track brand damage or even attempt to think about second order effects. The country has a huge developer population, massive internet penetration among the entire economic range and fast moving fintech scene. This is the kind of cost benefit that signals an inability to change or adapt rather than a projection of the real benefits. Stripe handled it transparently, as did many other payment gateways — the changes were somewhat in the vein of European 3DS / SCA changes anyway, and it's quite possible that the EU will adopt similar measures — not to mention that adding flexible invoice payment options allows customers to use many more international payment methods. The sad thing is instead of seeing the benefits the change would unlock it looks like Heroku focussed on the cost of doing it and gave up.