Max limit is 15 minutes now.

I agree streaming needs work, but if I had to deal with that I'd probably just use naked endpoints.

Not when triggered by the api gateway, that is still 30 seconds for things triggered from sqs, s3 etc its 15 minutes.

Needing anything more than a few seconds out of API gateway is just bad application design though unless we're talking about websockets or streaming as you said. If it's a webhook, you risk the client hanging up if you do all that work up front (you should instead be scheduling a background lambda that will do it based on the webhook params). If it's an actual user, I'm assuming you're not expecting to have a user wait 30+ seconds for a page to load, so probably some JSON API endpoint with a progress bar on the frontend. In those cases there's really no need to use API gateway as it isn't visible to the user anyway (you could just use your lambda naked in that case).

If you're talking about web sockets, yeah, I feel ya. I haven't had to navigate that situation yet but my plan of action is to bypass API gateway entirely and use a naked lambda running at its full execution time, and when we approach the 15 minute boundary, send a command that resets the connection. Don't know if it would work well but I haven't had a need to use web sockets for any projects I work on for a while.

For streaming, like you said, maybe an elastic beanstalk cluster is more the way to go depending on your workflow. If you can find a way to get it all to work in Lambda though, would probably be a game changer cost-wise I would expect as long as you figure out a way to deal with resetting every 15 mins.