How would you get ordering for millions of users? How many Kafka topics would you create? How would you managed failed events, would you reorder whole queue?
I don't think it is inefficient. Segment blog linked below talks about specifics of the problem.
One issue I had with Segment, I couldn't run real-time transformation of the event to join data from our data tables. We eventually got over it with AWS Lambda and sending it back to Segment. Segment recently announced functions to help on this, still could not get my hands on it.
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