You're right that mass adoption of the messenger could increase the load. But my understanding is that @ned wants to have mass adoption for Steem.
And in that case: changes to improve scalability have to be made anyway.
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Of course, they want mass adoption, but since full-nodes are barely taking it at the moment already, this means they're nowhere close to that goal yet. Additionally, every scalability has a limit, and a chat service like that, considering mass adoption, could simply have 10 times the load of the blockchain itself.
Which means, with growing adoption it would have to scale 10 times better with this chat than they'd have to without.