I had just learned of MongoDB and went to school at 10gen for their sys admin class. I talked to the developer about storing the data in NoSQL using a small sharded cluster on a Friday. Monday morning he asked me to setup a MongoDB cluster. Tuesday we moved over from MySQL. They ended up using much smaller servers, got rid of the 3par and epsilon SAN's and saving tons of money.
My point is there are certain situations where NoSQL is still the answer unless you can cluster your SQL write server. I've moved on from working with Ad publishing clients but, I'm sure there are other places where SQL databases are not adequate.
NoSQL might be or, have been, a fad but, like any tool when used for the right job it works.