From a customer's perspective, there are only two parties in their relationship with you: you, and them. When something goes wrong with your application, you either accept the blame, or you make the customers feel like they broke something. To the average user, seeing an error message like "heroku is down" (or any other jargon) leaves the possibility that they might have broken something, and the failure is on their end. The end result of this interaction is that <i>your software has made your user feel bad about themselves</i>. This is not a way to get your users to return to you.<p>Heroku's error message could be friendlier, but it currently contains only words that any user can understand, which reassures your customers that even though the service they are looking for is unavailable, there is nothing they could have done to improve the situation. Your customers might leave with a lowered opinion of your service, but your app doesn't make them feel ashamed of themselves, which is a much better outcome.