Hey,
So I understand there can be hassle on how setup your own VPS Server on services like amazon, etc... but sticking to Heroku still isn't that cheep either.
If you have your Heroku app "production Ready" you might still be costing you 200 bucks a month.
Also Heroku isnt as stable and performant as for example amazon server. I migrated my app out of heroku to Amazon and got a 5X increase in performance while spending the same money I did on heroku, not to mention you have more controller over your servers where you can play around and increase performace even more.
And don't worry about setting up your own servers in amazon, Now youcan use OpsWork for deploying your apps, and its like having heroku on Amazon servers plus Root access to them.
cheers