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FWIW with AWS, despite the naming, the IoT Core MQTT broker is an excellent product for exactly this - it's just sold as IoT specific. It's really just an MQTT broker at it's core and could probably be split off into it's own product without the IoT branding.

AWS has several "pub/sub" like services: SNS, IoT MQTT, Managed Kafka, Kinesis, EventBridge, etc.

And they're all kinda fucky, like SNS handles a lot but you can't write a program to receive events.

What do you mean by "receive events"? SNS can deliver to any HTTP endpoint.

People are butt hurt that SNS doesn't allow the "subscribe" portion. A webhook is a push action.

They forget SQS exists...

Then you have to go through the whole process of setting up, routing, and registering an HTTP endpoint, rather than you would as a normal pub/sub simply have the program connect to the publisher and start receiving messages/events.

Pub/sub is an architectural model so there's no real "normal" implementation, but SQS is the answer for that.

SNS is the router, SQS is the storage (for more advanced push/pull consuming).

Sounds like a SQS if you want to subscribe. SNS is for push notifications?