Once again, NoSQL is shown to be a reaction against MySQL, not RDBMSs in general.
There is a set of relational database folks fixated on the false dichotomy of relational databases OR non-relational databases. In practice, they are often combined in a variety of ways. Insisting on One True Database is like insisting on One True Operating System or One True Programming Language. Stop obsessing over tools and build useful stuff!
The issue is, from the NoSQL camp we hear about "schema rigidity". We hear "SQL doesn't scale". These things simply aren't true! It's as if someone had only ever written .BAT files on DOS and thought that all its limitations applied to Python as well (and went and told experienced professional Python devs that!).
There have been "object repositories" such as Versant for a long time. The NoSQL types seem oblivious to these too.
So sure, some people don't understand those tradeoff and make stupid choices. But people who choose technology without properly assessing the risks/advantages are bound to fail anyway.
There are billions of dollars riding on this for them. Instead of insisting they are wrong, ask yourself why they might be right.
If you want to compare like for like, ask why Visa isn't using MongoDB for authorizations, or why American Airlines isn't using Redis for reservations.
http://research.google.com/pubs/pub36726.html
"Databases do not meet the storage or throughput requirements of these tasks"
And Mongo or Redis? Come on, scro.