Yes. Then depending on the data it can be difficult-to-impossible to scale past that. Scaling down, of course you can always start fewer consumers, but unless you have many more partitions than consumers or partitions as a multiple of consumers, the load will be unbalanced.

> But you get so much more out of kafka with consumer groups and partitions when you do complex message processing

Well, what's "complex message processing"? If you mean the stream topology is complex or the operations benefit from key sharding I agree. If you mean that some atomic operation is complex, no, it's irrelevant or even bad e.g. the complexity means you need a DLQ/OOO retries, or load per item is so unpredictable you want to work-steal.