Earlier quoted context omitted.
The naming problem is no greater proportionally 'at web scale' than it is at lower numbers of users. Used in this context, it's a cringeworthy bit of chin-stroking jargon. At global scale would be a more sensible. 'At web scale' doesn't mean, 'With users from outside the US'.
re: proportions: If Google+ was only for Chinese plumbers, the percentage of "problem" names (and the kinds of problems those names posed to the G+ DB schema) would obviously be different -- hence the usefulness of the term "web scale" when talking about this sort of problem. re: "web scale" not implying/talking about global users... Do you know of anyone operating a web scale business that doesn't have global users?…
To reiterate: the number of users (scale) is irrelevant to the issue of problem names.
I can see why someone sprinkled buzzwords on the HN title that didn't exist anywhere in the article, and weren't applicable though. Makes the issue sound more 'techie'.