The big names started using no-sql type stuff because their instances got 2-3 orders of magnitude larger, and that didn't work. It adds a lot of other overhead and problems doing all the denormalization though, but if you literally have multi-PB metadata stores, not like you have a choice.
Then everyone started copying them without knowing why.... and then everyone forgot how much you can actually do with a normal database.
And hardware has been getting better and cheaper, which makes it only more so.
Still not a good idea to store multi-PB metadata stores in a single DB though.