>But do you have ask why so called inexperienced users are choosing NoSQL in the first place? Hint: it's because most RDBMS are ridiculously complex and inflexible.

If we're going to have a cliche fight, this one is called having your cake and eating it too. Either inexperienced users are gravitating to NoSQL or they aren't.

Operating under the assumption that they are, I'd say it's both because they can interact with them without an impedance mismatch; also because they are flat, they are easy to visualize. Another reason might be because they don't have to put a lot of thought into their schema, which would involve new concepts that would take a little time to learn. The biggest reason in my eyes would be that they don't know how big a performance hit they're taking in a write-heavy environment.

In very read-heavy environments with wide heterogeneous queries that you would end up denormalizing in 18 different ways anyway? They could be doing it because they're smart and have done their research. I love NoSQL.