I am basing my startup with MongoDB and Memcached as my storage choices, rather than MySQL, for performance reasons. I can fit nginx, 2 instances of my tornado application, a small memcached slice, and mongodb on a single 256MB memory cloud machine, and am confident when I start driving a bit of traffic too it, I'll just need to bump it up to 512MB of memory to make sure I don't swap.
The real advantage will be when I get to the point of seeing real traffic, I can scale horizontally on inexpensive machines. I'll be able to maxmize all parts of physical machines, when I make to the move to maintaining my own infrastructure.
Honestly, I'm not sure why I'd want to use SQL at all, especially for a project in it's infancy. With many NoSQL implementations you can adjust your schema as you go, instead of locking yourself early into a schema that may not fit a few years down the road, and it becomes a very difficult project to make changes to it.
The caveat being that everything I'm doing works with with a key/value table. My data set and how I access it wouldn't take advantage of a lot of what SQL provides. So, if your application does benefit from SQL, then by all means use it.