I've had a pretty good run at cleaning up after botched database jobs, so caveat emptor...

Two things:

1. Most day-to-day problems involve relationships among entities. It's not stodgy or wrong to use a good RDBMS when that's the problem you're dealing with.

2. Many NoSQL adopters wind up building a relational database on top of something else. That's a fun job, but not everyone can afford to ditch 40 years of R&D and pretend they've invented something. I think a lot of the allure in implementing these solutions comes the hype, promise of a silver bullet-like solution, and the opportunity to dabble the intricacies of creating a database.