I don't think the platform or the pricing model were well architected for a 1 producer, many (and growing) consumer use case which is IMO the most compelling use case for a streaming system.

All the "success cases", sample architectures and real in the wild systems I've seen built on top of Kinesis have 1-3 consumers max.

They added the enhanced fan-out to try to get around this but it seems like you have to (over)pay for a ton of provisioned capacity to ensure you get decent latency on a > 5 consumer use case. So much like Lambda, it's only "serverless" or non-provisioned for people who have super low expectations of what system software ought to be capable of. For everyone else, it's just a mediocre expensive provisioned solution.