Wow I must not be this product's target audience. The deployment scenarios they're outlining are the kinds of things I would expect a junior infra person to be able to do on a whiteboard.
It's not that I don't think "managed cloudformation/terraform" is a neat idea, but I'm honestly not sure if "not enough ops experience to run basic terraform but enough ops experience to feel stymied by Heroku" is that big of a market. You'll get lots of people who want Heroku but cheaper but then why even bother with the dance of it being pseudo-self-managed? Host it yourself with your own ops experience and undercut them.
It's not that I don't think "managed cloudformation/terraform" is a neat idea, but I'm honestly not sure if "not enough ops experience to run basic terraform but enough ops experience to feel stymied by Heroku" is that big of a market. You'll get lots of people who want Heroku but cheaper but then why even bother with the dance of it being pseudo-self-managed? Host it yourself with your own ops experience and undercut them.