[manigandham]

In that case, why isnt that normal and key name size a non-issue with document stores and JSON columns?

Am I missing something on why this isnt done already and automatically?

[hendzen]

If you use MongoDB with the WiredTiger engine, the database pages are compressed with Snappy by default. On other systems you have the option of running the database on a filesystem that provides compression.

[malisper]

My guess - it's slightly non-trivial and people are working on more important things.