Honestly, I pretty much always want structure. The reasons I've opted for NoSQL are almost always that cloud providers offer it for practically free while managed SQL databases are wayyyy more expensive. The nice thing about JSON is that it's a lot more ergonomic, but not because of the lack of typing--I would absolutely use a database that let my write reasonable type constraints for JSON columns. (I realize that you're talking about why most people use NoSQL and I'm remarking about why I use NoSQL).

Some other controversial thoughts: SQL itself is a really not-ergonomical query language, and also the lack of any decent Rust-like enum typing is really unfortunate. I know lots of people think that databases aren't for typing, but (1) clearly SQL aspires toward that but gives up half way and (2) that's a shame because they have a lot of potential in that capacity. Also while you can sort of hack together something like sum types / Rust enums, it's a lot of work to do it reasonably well and even then there are gaps.