How are they going to solve the problem of querying into the data that's stored as json? E.g. trying to find all pins whose "link" is from, say, reddit. Just pull out all data and filter them through in client side? That's not gonna scale. Or having a sort of cron job that periodically picking out interested fields in new json data and store them in a separate table? <-- this is essentially what we do in one of our p…
The first would be to create a mapping table as described. For a relation like "links to reddit", the cardinality is such that it would probably break their sharding scheme.
So the second approach is probably the one he mentions in the article: map reduce (more generally, separate computation). My guess is that for those sorts of "reports" they are using Hadoop. They could also be leveraging things like the HyperLogLog features of Redis.