Relational databases are great, but I spent large parts of my life as a developer writing layers converting to/from SQL and later ORMs. There's a huge gain in just not translating data. I know Postgres (and others) deal with JSON, but I can't escape the feeling it's a bit shoe horned in there – basic SQL statements have strange new operators like ->> -> #>>.
Relational databases are great for, well, relational data with strong consistency requirements. The popularity of the original MyISAM tables without integrity checks baffled me at the time. Why spend time marshalling data in/out of table form when you don't gain the benefits of a RDBM?
Not doing data translation saves _a lot_ of time. Plain key-value stores are amazing, document stores like Elasticsearch are great, ultimately the choice comes down to requirements and time saving is often a very heavy argument, especially for small companies/startups.