I mean, it depends on your use case (and I say this as a cognito competitor).

There are times when Cognito makes a ton of sense (I wrote about some of them here[0]). There are other times when it doesn't.

What I keep wondering and asking is "why doesn't AWS invest more in Cognito?"[1]

0: https://fusionauth.io/blog/how-to-migrate-from-cognito#when-...

1: https://ciamweekly.substack.com/p/trends-in-ciam