I think there is much more non-SQL then the OP realizes. I have been protesting non-SQL, SQL is more powerful than most realize. Also the term "Big Data" is being used 99% of the time about data bases I could load into my ram but counted in millions. This then causes people to search for things and find non-SQL.
That said, every big data tool I've encountered in current usage supports SQL - very few people writing Map/Reduce jobs these days. SQL has become the lingua franca of data analysis.
