I can't speak highly enough of up, it's amazing for creating serverless(sic) apps without changing the way you structure your app.
I also use up for some python apps
1. Apart from the startup latency i haven't noticed much of a big difference between up/lambda and a live server. And lambda will keep your function warm for AFAIK, 1hr, so if your app has lots of traffic you never experience startup latency.
2. Up is open source, if they close their biz, I'd just continue using their code. I haven't used up pro yet.
3. Up has been around for probably under 1yr so you may not see a lot of testimonials yet. It is made by tj(the same guy who made expressJS, the nodejs web framework among other softwares)
Framework: https://github.com/apex/up
Hosting: AWS lambda
I can't speak highly enough of up, it's amazing for creating serverless(sic) apps without changing the way you structure your app. I also use up for some python apps