If so I wouldn't call this a "primary data store", since durability isn't critical.
The article says:
> After drafting many blueprints, we went for a Java service backed by Elasticsearch as the primary storage! This idea brought shivers to even the most senior Elasticsearch consultants hired
I'll shiver if Elasticsearch corrupting irreversibly loses data, but if it can be rebuilt from another source I don't see any problems with it at all.