The idea is you can deploy any app to any infrastructure of your choice (inside Docker containers). This means that you are not locked into Heroku and it gives you much more flexibility.

It's basically a hosted Rancher http://rancher.com/ service with a focus on a specific stack.

I think in the future, there will be a lot of services like Baasil.io (specializing in various stacks/frameworks) and managed by various open source communities.

Docker and Kubernetes WILL become more accessible to developers - I would bet my life on it.

I'm currently building a CLI tool to allow deploying in a single command - So you can get the simplicity of Heroku while not losing any flexibility/control over your architecture.