Theoretically, Cassandra allows up to 2 billion columns in a wide row.
I have heard that in reality up to 50.000 cols/50 MB are fine; 50.000-100.000 cols/100 MB are OK but require some tuning; and that one should never go above 100.000/100 MB columns per row. The reason being that this will put pressure on the heap.
Is there some truth to this?