CouchOne abandoned any sort of marketing effort around CouchDB long before they got acquired by Membase. Since then, they have focused their attention solely on marketing the Couchbase brand, with close to zero time spent evangelizing Apache CouchDB. The other CouchDB “vendor”, Cloudant (who I work for) never had much of a marketing budget, so we spent no time marketing CouchDB either (we focused on building and marketing our own products, open-source BigCouch and hosted Cloudant).

This situation did not catch us by surprise; I flagged this as a potential issue at Cloudant and had conversations about it with the CouchOne guys back in January 2011.

What you see here is just what happens to open-source technologies when nobody spends time evangelizing them — and when maybe, just maybe, they’re not hip enough to get self-sustaining traction. I love CouchDB to pieces and believe it's an immensely useful tool with great things in its future — but it has long stopped being cool, compared to the MongoDBs and Nodes of this world. (Which is not necessarily a bad thing… Strong communities are not built on shallow attraction.)

So yes, both vendors decided to focus their limited resources on advertising their own products (successfully & deservedly so, I would argue) but I think the success & money that phase brings in will undoubtedly be funneled back into even more evangelizing & involvement in Apache CouchDB. (I'm speaking for Cloudant at least, don’t know what Couchbase’s open-source plans are for Apache CouchDB.)