I agree, and I think it's a side effect of the polarization that's happened in the database world. Picking the term 'NoSQL' was maybe a bit aggressive, as it grouped a bunch of new ideas and projects under one banner as well as defined a clear 'opponent' to touch off the new database holy war.

Like most things, choosing a database on an ideological basis is probably not a good idea. As my grandpappy used to say "The right tool for the right job" (he didn't really say that, I'm just making things up).