Heroku Java deployment is "unusual" and there are many Java developers out there that prefer WAR/EAR that complies with JEE5 (legacy purpose) or JEE6. If you can achieve that, get ready for massive users, I know there are people who don't like GAE model for various reasons.
Basically: make it like Jelastic and don't limit it like CloudFoundry (no EJB 3.1, etc etc).
JavaEE deployment model is preferable over some "weird" setups.
I'm not much of a Java person myself, but our dev team has told me that the WAR + Tomcat route tends to work best on AppFog, at least at this point in time. This is also our recommended way of running other JVM-based languages.
Your dev team is spot on. The Java market does not have a solid Cloud Platform so far because most vendors go their own way to support Java (Heroku and CloudFoundry are the example of going their own way).
The only Java-friendly PaaS so far is Jelastic simply because they support GlassFish and Tomcat utilizing standard deployment model. But Jelastic does not provide the infrastructure (data-center or AWS, whichever), they partner with hosting providers, which I think is not a great move.
If AppFog can come up with a more standard/sane Java PaaS model out there, you guys can win that particular market.
If I may suggest more:
1) Tomcat 7 instead of the older 5 or 6.
The JavaEE landscape has changed significantly from J2EE 4 to JEE 5 to JEE 6 in which each major version moves toward _way_ less code and reduce XML/settings/configurations to a very minimum.
2) TomEE (if possible, or as "add-on"/next-level offerings)
Tomcat 7 implements a subset of JavaEE 6 (known as the "web-profile": Servlet[controller], JSP[template], JSF[view/controller], Dependency Injection, JPA[orm])
Enterprises who are still in love with EJB 3.x need TomEE.
PostgreSQL does not seem to be available, despite their ad copy. Googling reveals that it's been in beta and they seem to be expecting to roll it out soon.
Rather than saying "etc." which makes it look like there are additional databases you currently support but are not listed, why not change it to "and more on the way" which clearly communicates what you mean?
Does that "etc" include Clojure and Scala?