I was on the DBA team at FB and I spent the better part of a year working on the deployment system for online schema change. It was a pain. Other companies have done quite a bit of work on this as well (Shift from Square, etc...).

Later on I joined Pinterest as their first MySQL DBA. They had copied the sharding system from FB, but instead of having a bunch of columns, they just stored a JSON blob. This saved them from learning how to perform schema change until I joined the company. This is a pretty incredible feature.

We have a new feature under development (which will be open sourced as part of Percona MySQL) which will allow column level compression with an optional predefined dictionary. During testing, this resulted in a 30% additional reduction in spaced consumed versus InnoDB page compression AND doubles our peak QPS at lower latency. This would not work well with many individuals columns, but kicks ass for JSON blobs.

http://www.slideshare.net/denshikarasu/less-is-more-novel-ap... (slides 37, 40, 41, 42)