NoSQL came about because smart people were exposed to relational technology in this order:
1. A university course or book that mostly focused on SQL and then normalised design
followed by
2. Using MySQL in production.
What's missing from this picture is learning the other halves:
1. Normalisation matters to transaction processing. Fast queries is another matter entirely and usually only gets airily waved at in many books and university courses. I went through an entire semester without seeing "OLAP". Techniques I learned on the job were kept to the "Advanced Databases" course which was only taught sporadically.
The idea that OLAP is some high mystery is just silly. It's join-beating, denormalising stuff, like NoSQL, just with decades of literature and code to back it up.
2. It also matters that MySQL is not the benchmark of relational technology performance or features.
My day job is working with Oracle databases. The price, the odd absence of useful features because It's Never Been Done That Way (I'm looking at you, primary key triggers and booleans-stored-as-char(1)) ... sometimes it's amazing that people pay so much for it. Then you see the manuals, the supporting tools[1] and the performance a half-decent DBA can massage and you get that this stuff isn't as bad as the sticker price says.
For my own work, postgresql is where it's at. But for a big site I'd look to DB2, Oracle RAC, Teradata, NonStop, Greenplum and on and on and on before betting on 5-year old technology reinventing a 50-year old paradigm that didn't work real well the first time around.
[1] Except SQL Developer. What a dog.