When getting a server quickly was the hard part.
We started in 2007 as a software development company. When we delivered software for small and mid-sized businesses, the next question was always where to run it, so we took on their hosting too. At the time, getting a physical Linux server racked took weeks, and each machine was a one-off server configured by hand over SSH and deployed via Subversion and SCP.
When Amazon launched EC2, we were there at the start, and we later used platforms like Heroku when Git-push deployments first appeared. Single EC2 instances were fast to provision, and Heroku felt effortless until a client needed to scale and saw the bill. High-availability load balancing and zero-downtime deployments were still exotic practices reserved for the largest companies, while the cloud solved the immediate problem of getting compute quickly.