100% agree, especially when there's a reasonable chance that the ALB itself is based on Nginx or some other technologies that has no problem with more complex r

100% agree, especially when there's a reasonable chance that the ALB itself is based on Nginx or some other technologies that has no problem with more complex routing rules or hundreds of virtual hosts. The good news is that it does seem like Amazon is artificially restricting it for now, and intends to further open it up later. From the release blog post [1]: > As you will see in a moment, each Application Load Balancer allows you to define up to 10 URL-based rules to route requests to target groups. Over time, we plan to give you access to other routing methods. [1] https://aws.amazon.com/blogs/aws/new-aws-application-load-balancer/ https://aws.amazon.com/blogs/aws/new-aws-application-load-ba...