They're doing over 100rps if they're doing 10M requests a day. That's not a good use case for Lambda. If you're going to be that heavily utilized it makes more sense to run your API on EC2 or ECS/Fargate/etc. Lambda is a good use case for when you have lots of not-often-used APIs. Lambda is a great solution for an API that's called a few times a day. It's also great for when you're first starting out and don't know w…
I think the problem is that moving from Lambda/FaaS to a container-centric alternative (ECS and friends) requires a complete re-architect of your stack. Whereas starting with a simple, single container solution and organically evolving that into container-orchestration is much simpler - because the fundamental building block hasn't changed. It's all just containers. Personally I'd like to see the industry coalesce on…
Say you only have 1k users and don't want to spend too much time on infrastructure, lambda is a perfect fit for it. Your application is taking off and now you have 100k: just click a button and migrate it to a Fargate/ECS. That would be the perfect world.
AFAIK the only framework that supports this kind of mindset is Zappa (https://www.zappa.io). I use it in production but never had to migrate out of AWS Lambda so I'm not sure about the pain points related to it.