Publish/subscribe model does not scale?

on Wiki someone posted

"...For relatively small installations, pub/sub provides the opportunity for better scalability than traditional client-server, through parallel operation, message caching, tree-based or network-based routing, etc. However, as systems scale up to become datacenters with thousands of servers sharing the pub/sub infrastructure, this benefit is often lost; in fact, scalability for pub/sub products under high load in large deployments is very much a research challenge."

Does anyone have something to say regarding scaling Publish/subscribe models?