I have had poor results getting customers to use Heroku. I tried twice, and both times the extra cost over running your own EC2 instances convinced my customers to eventually spend much more money having me set up custom infrastructure - not a good decision unless you expect to have a very high volume site (I hope they are not reading this :-)
The nebulous cost of more developer and admin time is something they can carefully ignore in their cost calculations.
Bottom line is that people dream that their web app will attract millions of users, and they want to plan for outstanding success. While I am sure that Heroku must have customers with large user bases, the sweet spot seems to be for moderately sized web portals that you sometimes need to scale up on demand.
App Engine is the opposite: you're paying for the usage, so they spin up/down as much capacity as necessary to satisfy the volume you're willing to pay for.
If you are paying more for the dedicated cluster options, then I agree with you that they should not be spun down.
Certainly, it is OK for them to spin down the free option dynos if they don't get HTTP requests for some reasonable time period.