They basically only save on serialization & deserialization at query time, which I would consider an infinitesimal saving in the vast majority of use cases. They claim to be able to build some magical index that's not possible with existing disk-based databases (I didn't read the linked blog post). They lose access to a nice query language and entire ecosystems of tools and domain knowledge.

I fail to see how this little bit of saving justifies all the complexity for run-of-the-mill web services that fit on one or a few servers as described in the article. The context isn't large scale services where 1ms/request saving translates to $$$, and the proposal doesn't (vertically) scale anyway.