Check out <a href="http://daveyeu.com/ops-for-little-babies/" rel="nofollow">http://daveyeu.com/ops-for-little-babies/</a> -- the transitions make it a bit slow to get through, but the content is worth it.<p>His argument is: start on Heroku until you realize you can get 10x to 100x better performance running on AWS directly, move to AWS, but then you have to do your own monitoring, logging, deployment, upgrades, load balancing, database maintenance, etc.<p>As far as non-AWS, there's no need to be scared of "real" servers. You'll often get stronger hardware (minus those crazy 100+ GB VMs), cheaper transit (100TB included in a $200/month server), cheap dedicated IPs, and custom IPv6/VLANs/ACLs if needed.<p>At this point, Ruby is like AWS. People just do it because everybody just does it. "Why is everybody using Ruby when it's slow, has an implementation dictated by implementation instead of specification, and has multiple competing runtimes in an attempt to fix flaws in the primary implementation?" People latch on to the hype and forget to evaluate reality after a while.