Facebook never used modern Apache Cassandra, so when they tasked a team of experienced Haddop/HDFS engineers to build Messaging, it was natural for them to choose HBase. But the things they've had to do to deal with the problems in that architecture (e.g., sharding into "cells" to deal with namenode SPOF) [1] make me think that they would have done better with Cassandra.
[1] http://www.slideshare.net/brizzzdotcom/facebook-messages-hba...
With cassandra you choose where the extra reads (or writes) to ensure consistency occur as best suits your use case:
* At write time (write quorum) like a traditional replicated datastore
* At read time (read quorum)
* In the background (read one, with a non-zero chance of read repair)
This is quite nice to be able to bend Cassandra on a use case by use case basis (NB: these are not cluster wide approaches, for different columns / circumstances i can choose different patterns).
Talking about DynamoDB, it is certainly attractive as it scales, is managed by Amazon and all the yadda-yadda, but we didn't want to be lock-in to Amazon, and costs were another concern.
I agree with you though, locking into Amazon is kind of a drawback :-(
First, in order to achieve strong consistency in a distributed system with replication enabled, you will always have to write to multiple replicas: provided the number of replicas is the same, whether you're using a consistent-hashing based replication (Cassandra) or a distributed file system (HBase) it really doesn't matter much, as I/O latencies (both network and disk related) will always play a large role here.
That said, you can have different performances if you:
1) Change the replication factor: this is something you can do regardless of the actual system you're using, so it doesn't count.
2) Change the number of "acknowledged" writes/reads as a fraction of the replication factor: strongly consistent systems will always provide at least as much acknowledges as Cassandra's QUORUM, so no big win here.
3) Change the point where you acknowledge writes, either memory, disk or physical sync: this is about durability, and if you use different settings for different systems (i.e. Mongo VS Cassandra) it is apples and oranges.
4) Change your physical storage structure (provided same level of durability as explained above): different databases use different structures, Cassandra uses Memtables+SSTables, which I don't expect to be slower than HBase HDFS-based ones.
So in the end, Cassandra is at least as fast as other distributed databases, even when working in strongly consistent fashion.