I worked on a project where we scored streaming data in R. The biggest bottleneck was getting the data into and out of the R session. We started out using disk based I/O and ended up using using rJava so our streaming system could communicate with R. In that case we did get a 100X speed up between our first iteration and the final version which used rJava to serialize the data.
So basically, the major bottleneck was not R. It was the communication with R. In the article R is installed on the same hardware as SQL Server, which should automatically give it a speedup with streaming data.
If Microsoft also has an optimized way to get data from SQL Server to R I can see how they got a 100X speedup. In certain cases using the MKL libraries can give you that as well from faster scoring, but I suspect the speedup just comes from improving the data transfer method.