Absolutely! Ironically I was investigating Heroku in order to think more about markets, and why its market worked. But I can see that my writeup ends up focussing more on the apparently technical side.

It's really about the market aspects of the technical side though. Why people didn't like the online code editor, but did like the straightforward solving of the Rails hosting and scaling problem. Why that particular product was a successful route to a PaaS business at that time, when often other apparently similar ones have failed.

Would love to learn more about Heroku's biz dev stuff that you talk about!