They are at 99.97% uptime. It's not that easy to get to even 99.5%, just the flakiness of a standard uplink will put you below that.
The competition for something like Heroku is EC2, VPS, or dedicated servers, in commercial colocation facilities. A good hosting facility is going to be a lot closer to 99.995% uptime for network and power to the box, but you can of course screw up past that point on your own.
99.9% is very doable. If your sites have less then you should consider hiring better staff.
Also the heroku figure (99.97%) is a lie - just skim their status-page.