We provide the first proof that gradient descent $\left({\color{green}\sf GD}\right)$ with greedy sparsification $\left({\color{green}\sf TopK}\right)$ and error feedback $\left({\color{green}\sf EF}\right)$ can obtain better communication complexity than vanilla ${\color{green}\sf GD}$ when solving the distributed optimization problem $\min_{x\in \mathbb{R}^d} {f(x)=\frac{1}{n}\sum_{i=1}^n f_i(x)}$, where $n$ = # of clients, $d$ = # of features, and $f_1,\dots,f_n$ are smooth nonconvex functions. Despite intensive research since 2014 when ${\color{green}\sf EF}$ was first proposed by Seide et al., this problem remained open until now. We show that ${\color{green}\sf EF}$ shines in the regime when features are rare, i.e., when each feature is present in the data owned by a small number of clients only. To illustrate our main result, we show that in order to find a random vector $\hat{x}$ such that $\lVert {\nabla f(\hat{x})} \rVert^2 \leq \varepsilon$ in expectation, ${\color{green}\sf GD}$ with the ${\color{green}\sf Top1}$ sparsifier and ${\color{green}\sf EF}$ requires ${\cal O} \left(\left( L+{\color{blue}r} \sqrt{ \frac{{\color{red}c}}{n} \min \left( \frac{{\color{red}c}}{n} \max_i L_i^2, \frac{1}{n}\sum_{i=1}^n L_i^2 \right) }\right) \frac{1}{\varepsilon} \right)$ bits to be communicated by each worker to the server only, where $L$ is the smoothness constant of $f$, $L_i$ is the smoothness constant of $f_i$, ${\color{red}c}$ is the maximal number of clients owning any feature ($1\leq {\color{red}c} \leq n$), and ${\color{blue}r}$ is the maximal number of features owned by any client ($1\leq {\color{blue}r} \leq d$). Clearly, the communication complexity improves as ${\color{red}c}$ decreases (i.e., as features become more rare), and can be much better than the ${\cal O}({\color{blue}r} L \frac{1}{\varepsilon})$ communication complexity of ${\color{green}\sf GD}$ in the same regime.

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