MOM_uGetNotifySinkIIDFromVariant is used to get the IID of the sink to call. Then for each Sink interface owner with that IID, the IUnknown* piunkSinkToCall is recovered and a call is made to IMcObjFireCustomSink.FireTo( piunkSinkToCall, DWORD(hObj), hObj->GetOwningIMcObject(), lNotifyCode).
If the FireTo call returns S_FALSE, then the notify loop is aborted (that is, no other attached sinks are notified).
Attached owner sinks are notified in the order they were attached unless McObjects.SetNotifyOrder has been called.
There is less overhead calling FireStandardNotifyToAllSinks than using this method, if the IMcObjStandardNotify will work for you.
See AttachNotifySink for an explaination of notify-related issues.