The story of the past 10 years at my FAANG has been one of making our key-value databases look as much like relational databases as possible, complete with SQL query engines (at least two of them, because what would a FAANG be without multiple slightly incompatible ways of doing things?). Honestly it's been a huge boon. Should we have abandoned SQL entirely, and come up with a new language? Maybe. But given that the primary initial motivation for this work was to allow analysts to creation millions of reports without bothering eng, it had to be a language that analysts understand. That's SQL.