Yes, I specifically mentioned non-Google users adopting Hadoop, since it encompassed both a MapReduce implementation and supporting infrastructure.
Once on the bandwagon inspired by the MapReduce paper, many orgs didn't just use MapReduce itself for parallelized batch analytic purposes, but also HBase and Hive and other stuff with actual longer term state atop HDFS, YARN, etc.
> However, no one is looking at Map Reduce type jobs as a replacement for a database and vice versa.
The marketing and sales teams of HortonWorks, Cloudera, etc certainly sold Hadoop platforms, related Apache projects, and "MapReduce" (as a broad brand name for all this, not the specific technical concept) as replacements for databases, broadly speaking. It's that culture that was a bit shocked when Spanner was unveiled.
