> If you call pg_notify or NOTIFY inside a trigger, it will get called 100,000 times and send out 100,000 notifications if you change 100,000 rows in a single transaction which from a performance perspective is ... not ideal.

This is only true if those notifications are different; if they are identical, such as in the same the notification is to alert listeners some table has new data (for cache invalidation), they are sent out as one notification only. See source code comment in async.c:

     *   Duplicate notifications from the same transaction are sent out as one
     *   notification only. This is done to save work when for example a trigger
     *   on a 2 million row table fires a notification for each row that has been
     *   changed. If the application needs to receive every single notification
     *   that has been sent, it can easily add some unique string into the extra
     *   payload parameter.