They didn't chose NoSQL, they were forced to. I'm fairly convinced they started with relational stores. If a company or product grows to a point where relational data doesn't work, that's a problem you want to have.
The mistake is either thinking you need to design for facebook scale from the beginning OR thinknig that you can cut time in a startup by not having to bother with those pesky schemas that just slow you down.
Yes, I agree that an key-value store that lets you do embarrassingly parallel reads and writes is useful for scaling, but has't it been said enough that You Are Not Google[1]?
[1] https://blog.bradfieldcs.com/you-are-not-google-84912cf44afb
Why not just directly `COPY` your log files to something like Redshift?
The "important" events for data science are still stored on postgres (i.e. logins for checking if a login was malicious)