It is however..simple. Very simple. It's easy to reason about. It's easy to setup. For 90% of use cases it's very easy to administer.
It turns out the market for that type of data store. Something you can apt-get install and just start dropping data into is pretty massive. I've used MongoDB on a few occasions. Usually thinking I'm just using it to bootstrap a project, but three years later it's still running because it's just good enough to keep me from moving on to something else.