I can believe that, but I believe the response of the paper is that it hasn't been found to be worth the hassle in practice -- the big companies, by and large, just don't work that way.

The approach espoused here (which I've come to agree with pretty strongly) is that it makes more sense in the modern world to instead think in terms of data boundaries, and architect around the notion that you only have transactionality within those firm boundaries. In practice, it's a different way of tackling those inconsistencies, acknowledging that you usually have to get the business logic a bit involved to deal with them well.