"So there it is. SQL doesn't scale (effectively or efficiently)"I think you just re-iterated the author's reason for writing perfectly.
Instead of saying 'SQL' (the query language) doesn't scale, perhaps you can say full ACID doesn't scale cheaply.
We spent a bunch of time looking at large scale distribution at Berkeley for the Mariposa project. The short version: if you want to break ACID then you have to take the semantics of the data into consideration. Transactional financial data needs full ACID, many other types of data have looser needs (status updates, etc) and those looser needs can be taken advantage of.
As it turns out, even common DB's like Oracle, Postgres and MySQL can be used differently to get much cheaper scale for certain types of data. See the FriendFeed article on MySQL as a docdb (also the Friendly ruby mapping on github).
To paraphrase the author:
"ACID scales just fine if you need it (and if you need it you most likely have budget for it). If you don't need full ACID, there are plenty of other cost effective solutions you can run on low bandwidth disks/memory limited CPUs. Mix and match to fit your needs.
Please, enough with the religion."