Opinion: auto-scaling is not really good with burst that need to be handled in matters of milliseconds.
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Risk of losing messages and ordering issues are not really ideal if you want to keep your exchange auditable. For the user / algo trader however multicast would be awesome it is ok if you drop messages but rather Fast/incomplete > out of order and complete ;p
Reliable multicast is what is being used by Nasdaq for order input. Of course is not a Swiss knife that can be used for everything ;) Also you can have separate listeners that record to disk what you're broadcasting.