I don't understand all the hate about MongoHQ's pricing. I run a Mongo replica set in production on bare EC2 and it works well, but there is a lot of reading/research involved in setting it up correctly and handling any Mongo issues that arise. Nothing stops you from doing that, and 10gen even provides a beautiful AWS CloudFormation template to make it easy to provision a replica set with EBS RAID. However if I were not a senior-level Linux engineer I would totally go for a managed service for anything that was revenue-generating. Assuming it's not a personal/bootstrap situation, spending a few hundred bucks a month is better than risking downtime, or just as bad, scaling pains. The value in MongoHQ and others is their people, not their hardware.