Fair point. Would be a very difficult case to make; not only is the upgrade path from v1 to v2 difficult already, but you would also have to change your datastore!....that would be a tough sell. It's a shame really, because the flexibility you would gain from utilizing a document store for product schema, while retaining transactional support for all your vital commerce related data (payments, inventory etc), is exactly what you need. I guess these are the trade-offs we are often faced with as engineers.