Arguably I'm not the biggest fan of ElasticSearch, it's a way too complex to manage and interact with, if you just need to add search to a product. However, ElasticSearch i also much more than just a search engine. I would never use Bleve or Sphinx as a primary data store, but ElasticSearch is a perfectly good document database.
I recently asked about this and people replied that it wasn't fit for this purpose
However, that's not really what it was made for. Especially early on when you're planning out your schema and such, dropping and re-indexing your documents is a really simple task. If the index itself is your primary document store, what are you indexing from? Would you have a DBMS or file system as your secondary store in that case? That just seems so awkward and backwards.
Keep the square pegs in the square holes and use Elastic (and the alternatives discussed in this thread) as a search index.