I've alluded to the publish-subscribe model elsewhere in this chapter. Publish-subscribe is a powerful tool for decoupling events from processing code.
At the crux of the pattern is the idea that, as a message publisher, my responsibility for the message should end as soon as I send it. I should not know who is listening to messages or what they will do with the messages. So long as I am fulfilling a contract to produce correctly formatted messages, the rest shouldn't matter.
It is the responsibility of the listener to register its interest in the message type. You'll, of course, wish to register some sort of security to disallow registration of rogue services.
We can update our service bus to do more, to do a complete job of routing ...