The nice thing about HIVE is - you're not limited to just SQL, though. You can still analyze your files on HDFS any whichaway, with Pig, with your own MapReduce jobs, whatever. Personally though, I look forward to Apache Pig getting SQL, and being able to run SQL queries on any intermediate state of a Pig script.
I don't think that anyone is really complaining about SQL. SQL is a swell query language for certain kinds of data. They're complaining about static schemas in relational dbs and having to store objects via SQL - reasonable complaints.
Actually I suspect Mr. Wiggins is really only complaining about problems with MySQL and PostgreSQL. He would be less inaccurate if he admitted as much rather than making sweeping uninformed claims about SQL and relational systems.
I find it strange that everyone trotted out their preformed opinion for this piece, but no one comments on the cassandra article which actually proposes a solution...although it requires you to learn something, how horrible.