At this point aren't they big enough to shift the onus onto the service providers to create hook endpoints that all accept the same payload? I don't see any reason why the service hooks section needs to be anything more than a list of URLs you want hit. You could still list all the providers and just automatically create proper URLs for each service. No need for the Ruby layer. IFTTT and Zapier and the like can fill in the rest for those that don't want to create the webhook interfaces.