Earlier quoted context omitted.
Sure it's obvious until you have hundreds of millions of nodes that each link to somewhere between 100 and 2,000,000 other nodes that need to be updated when any given node updates (assume around 5,000 nodes are updating every second with a power law kind of distribution). If you think that's obvious, I think you're significantly beyond all of the people with all of the "hello world" twitter clones out there.
It all comes down how well you can slice the process. There is no cheep over the counter solution to these problems but a little custom code can go a long way. 5k node updates per second might sound like a problem, but one core of one machine can easily keep up with that so you can have several copies and several views of the whole network graph. Public vs. private messages can be handled separately and then joined b…
The communication costs are significant, and probably similar to N-body simulations.