The author also mentions B2B and I'm not sure how it's going to work. I understand B2C where you can just say "1 user=1 single-threaded shard" because most user data is isolated/independent from other users. But with B2B, we have accounts ranging from 100 users per organization to 200k users per organization. Something tells me making a 200k account single-threaded isn't a good idea. On the other hand, artificially sharding inside an organization will lead to much more complex queries overall too, because usually a lot of business rules require joining different users' data within 1 org.