This seems like a much more polished product, but it seems more targeted as a PaaS for professional content creators. The minimum requirements[0] are pretty high for somebody who just wants to self-host a blog for friends and family:

- Ubuntu server with NodeJS / Ngninx installed

- 1 GB RAM minimum required

- MySQL running somewhere

The PaaS "Everything just works" offering is probably more attractive to the "facebook, but private" market, but for $36 / month I don't get any guaranteed SLA[1] which is worrying.

[0] https://ghost.org/docs/install/ubuntu/ [1] https://ghost.org/pricing/