It's not that setting up a server is hard. The reason Heroku exists is because they are your devops team -as-a-service.
But yes, setting up a server is not super hard. Doing it often and with convenience that's where improvement is needed compared to doing it manually.
So I'm not sure that I follow you.
Heroku is much, much cheaper than 1) me spending my time on these things, or 2) hiring a capable engineer to do it for me. It's build vs buy. I'd rather buy.
But that's not to say I'm not interested in a Heroku alternative. But it needs to be a *real* alternative. :)