NoSQL developers can command higher pay because there are fewer of them. Same with any other shiny new tech, really.
There are times where NoSQL is a better choice. When massive scale is involved I understand that NoSQL can come into it's own. I'm sure there are other cases as well. But when it gets used for CRUD, it tends to be a bad call.
Also, NoSQL is not a database, it's 10 different databases which have little in common with each other. A rare speciality pays more.