[philippemnoel]

The value prop for customers vs Elasticsearch are:

- ACID w/ JOINs

- Real-time indexing under UPDATE-heavy workloads. Instacart wrote about this, they had to move away from Elasticsearch during COVID because of this problem: https://tech.instacart.com/how-instacart-built-a-modern-sear...

Beyond these two benefits, then the added benefits are:

- Infrastructure simplification (no need for ETL)

- Lower costs

Speaking the wire protocol is nice, but it's not worth much.