[jrochkind1]

Well, now you're just as 'schemaless' as any NoSQL, so that's neither an advantage nor a disadvantage over it.

There are other differences, both advantages and disadvantages to doing this with Postgres (which is the only db with a type called 'jsonb' I think?), vs some kind of non-SQL document store. I agree that as Postgres json(b) gets better and better, the disadvantages decrease. And one of the main advantages to me is simply not having to have another system to run and understand, since postgres is probably already there.

But it's always trade-offs and choices, that you make better with more experience and better understanding of your domain. It's definitely not a "duh, it's always obvious" thing. Unless your domain is so simple that it doesn't hardly matter.