You have some catching up to do... :)

They are not at all concerned about normal form or joins - it's just not that kind of a database.

Here are some good blog posts that elaborate on the current non-RDBMS fad:

http://www.readwriteweb.com/enterprise/2009/02/is-the-relati...

http://www.metabrew.com/article/anti-rdbms-a-list-of-distrib...

http://randomfoo.net/2009/04/20/some-notes-on-distributed-ke...

http://bcbio.wordpress.com/2009/05/10/evaluating-key-value-a...

http://blog.boxedice.com/2009/07/25/choosing-a-non-relationa...