AWS ELB upgrade - Layer 7 Load Balancing

AWS have announced Application (level 7 on the osi model) Load Balancing.
I've been using HA Proxy to achieve this for a while now.
Load balancer diagram
What does this mean to us?
You can now load balance and direct traffic to a 'target group' of servers. This means you can use on ELB for a website whilst using multiple server groups for each microservice. For instance anything with /api in the url can get directed at a different group to those with /backend in the url. In current setups we are using subdomains to do this, and

Having Application Load Balancers will allow us to simplify and reduce the number of ELBs needed, thus saving money.

This and more features can be found on amazon's blog.