[sam_dusk]

SQL queries that can beat NoSQL are easy but you still have to think about schema. Which you can just not do in K/V(you just need the key) or NoSQL.

As such it makes starting really easy which is the allure. Many seem to hope they can avoid doing schemas and well architected data. Or push it in to the future. The rude awakening comes when you do need to run complex queries (and you do not have SQL or joins at all). Or when the people do not understand they have to take care about data integrity in app layer now.

At the end people going for NoSQL have a much harder to manage system without the tools (like SQL, schemas, constraints)

I think NoSQL is great for very specific purposes. Caches, keeping state, logging stuff. For many things it is misused and postgre with jsonb can do everything you need (faster, easier) without rude awakenings.