This press release content marketing appears hung up on some mythical perfect ESB system containing kitchen sink cross-cutting concerns.<p>There are many tools in the toolbox for backend infrastructure: nosqls (memcache/redis/keydb), dlms (zk), kafka, rabbitmq, ejabberd, 0mq, nng. Some scale better than others, and some are more atomic or durable than others. OLTP and infrastructure orchestration will have different needs. Sometimes, cross-cutting concerns can be added by gating the sender, receiver, or both with "controller"-like middleware proxies or modifications.<p>"Use good judgement" is the prime directive.