There's also the tendency to favor new shiny things and reject old crufty (but proven) things, to want to be part of what seems like the leading edge, to be that guy in the cube farm who is playing with the cool new stuff.
I have been programming longer than RDBMSs have been available, so I know from experience what it's like to manage large databases in application code, and how hard it can be to maintain consistency or do accurate queries and aggregation with half-baked tools. It's frustrating to see a new generation of programmers go through this, but it's human nature to ignore the past.
My fourteen year old son wears his pants pulled down below his waist, Vans shoes, hoodies, lots of hair. He looks pretty much like I did when I was fourteen back in the 1970s. The underlying technologies are the same: pants, shirt, shoes, sweater, hair. The only differences are superficial. To him that style is edgy and contemporary and something his parents don't get. NoSQL is the gangster fashion of programming right now.