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Re:MongoDB Wire Protocol Specification License by bogomipz on Wednesday July 21, 2021 @08:32PM (#27913934)
I believe it became popular due to the following:

It had a flexible data model as there is no predefined schema. The selling point was rapid protoyping.

The JSON-based documents meant developers could work in objects without an ORM. If I remember Mongo called this "fixing the data impedence mismatch." Sigh.

It had decent performance as long as your working set fit in RAM as it was basically a mmap()'d file.

It was easy to get up and running.

It was in the right place at the right time during the original NOSQL hype cycle.

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