It depends on what framework if any you choose to serve websites with. If you something like Chalice or Serverless then yes you are stuck with Lambda. But you use something like Zappa (https://github.com/miserlou/Zappa) that is basically converts API Gateway's request object to one that is WSGI compatible then you can take your app and skip down the road if you get ticked off with Lambda. The Heroku comparison one isn't a fair one either. The waya you pay for Heroku dynos is very similar how you pay for EC2 or any other VM. You are billed by the microsecond that part is very important and while technically you have a 100 req/s limit to start with it is a soft limit if you ask to have it removed. It is probably more useful to compare it to Google App Engine but even that isn't fair.