1. A notification system embodied on at least one of a system memory or a computer storage media comprising the following components executing on one or more processors: at least one delivery channel for delivering notifications in accordance with a notification platform; an extension component associated with the at least one delivery channel to format the notifications according to communications characteristics of at least one notification sink, the at least one notification sink is selected based on an inferred likelihood of being a notification recipient's preferred notification sink, the inferred likelihood of being a notification recipient's preferred notification sink is based upon the recipient's contextual information and net expected values of the notifications to the recipient, wherein the contextual information is based on at least one of the user's current location, user's state of attention, user's current activity, or notification sink currently available to the user, wherein the net expected value is based at least upon cost of disruption to the user in the user's current state of attention by employing the one or more notification sinks and the context sensitive value of the information; and at least one SQL server to distribute information from one or more event sources that generate notifications to the at least one notification sink that receives information from the event sources, wherein the at least one SQL server processes a plurality of event sources and performs join operations to distribute notifications to the at least one notification sink.