They became a serious VPS contender amongst DigitalOcean, Linode, and other similar providers. DigitalOcean raised prices while Hetzner gave more powerful server capacity (read double) at lower price points. Hetzner has been increasingly popular in self-hosting communities.

I started using their services since last year for some of the operations, including business, and it's been rock solid. I plan on increasing usage, but will hold on this new object storage offering.