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How can we better sell the event-based paradigm?

Some guiding exemplary questions:

What are the key selling points of pub/sub?

• Decoupling, push based, asynchronous communication?

What are the “competing” paradigms?

• Tuplespaces, (active) relational databases, streams, CQs?

What are the difficulties in getting pub/sub accepted?

• Unfamiliarity with model
• No killer app
• Databases (pull model) can do everything
• No consistent terminology
• Why aren't tuplespaces, active databases popular?