I think that's a bit of a misread. Sometimes ravenous adoption comes from something that legitimately makes 90% of cases easier. Once I tried MongoDB, it effortlessly became my default for projects large and small going forward - SQL would be a lot of extra work. NoSQL scaling well explains companies adopting it, but it doesn't explain the masses of individual developers and tiny startups jumping to it. That's explained by it being really, really pleasant.
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I think that's a bit of a misread. Sometimes ravenous adoption comes from something that legitimately makes 90% of cases easier. Once I tried MongoDB, it effortlessly became my default for projects large and small going forward - SQL would be a lot of extra work. NoSQL scaling well explains companies adopting it, but it doesn't explain the masses of individual developers and tiny startups jumping to it. That's explained by it being really, really pleasant.