I doubt if they care about copycats. At first glance I thought - "WTF? Why they publish this and do not make it Open Source". But after a while I think it's good for few reasons: - it can be inspiring for others - in terms of usability, typography, etc - it illustrates how to make good spec for your company / employees and avoid this "i-just-saw-nice-plugin-lets-use-it" behaviour - at some point this illustrates company`s culture - this shows how "organized" and "enterprisy" they are - I do belive, that there are still some people who judge herokus website and think, that this must be some kind of smaller hosting company for ones pet projects