Now consider that Basecamp allows comments on messages, todo items, and milestones. What does your schema look like now? Add a feature to show a user all recent comments across all of his projects. What does your query look like? How does it perform? Get all of this (not to mention the other features) working at scale.
Maybe you can build something like Basecamp that works at Basecamp's scale without resorting to denormalization, sharding, and/or partitioning. But I doubt it.
That's a small piece of the picture. With partitioning, a move could entail removing data from one table and inserting it into another. With sharding, a move could mean removing the data from one database and inserting it into another, which probably means manually ensuring consistency because your typical transaction won't span databases.