Hi,
Actually the pricing is not that attractive as one would expect.
Google have solution for rendering frames automatically (they bought Zync render farm some time ago), unfortunately, if you use them, you will be asked to pay hefty premium on top of not so attractive Google prices, but it shall work smoothly and without any setting up on your side.
Regarding setting up everything by yourself, I wouldn't recommend it, unless you are studio that can spare TD (or two) on the project, or student/hobbyist with plenty of free time and no deadlines...
I am running commercial render farm (GarageFarm.NET) for past 5 years and I must say it's not the easiest business to run. But if you like challenges, then of course nothing is impossible.