One of the reasons I prefer SQL is it seems to be better are representing non relational data than NoSQL is at representing relational data. ( Not to mention the decade head start on tooling)
I prefer NoSQL when there are scaling needs, because it _can_ scale horizontally. Sometimes it's just easier to use, too, and there are times when the feature set maps _much_ better onto the problem at hand.
Not all of your data access needs to scale horizontally, though, and if you have relational data you should use a relational database unless your scaling needs are extreme.