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kapp
kapp is a simple deployment tool focused on the concept of "Kubernetes application" — a set of resources with the same label
The spec doesn't appear to address the 12-factor app spec which does a similar job in a more general way.
K8s is one of many options to collaborate and scale applications and for many organizations it is not the best option. Oracle and Alibaba building a large abstraction on top of kubernetes, to do something kubernetes was not designed to do (though capable of doing), is not the direction I personally believe distributed systems development should standardize around.
There are tons of self-hosted PaaS options that are not built on top of massive abstractions and provide better functionality to their users. Since you mentioned Heroku i'll mention https://github.com/dokku/dokku.
I really like this approach for simplifying Kubernetes. A few projects similar to OAM in that it provides a higher level "Application" CRD: