There are a lot of people out there who have a quasi-religious attitude toward NoSQL databases.

It's a cause for them to rally around. In some ways, it gives them something to "fight" for.

Objective consideration about whether it's the best technology to use in a given situation is often disregarded.

There are a very small number of very rare situations where such technology is the best or most feasible approach. Otherwise, it's merely something that a lot of people get involved with in order to intentionally avoid learning how to use SQL and relational databases, or to feel like they "belong" to some greater cause.