JSON columns are a kludge. What's really needed is Dynamic Relational (see link). JSON columns are second-class citizens in such RDBMS. Dynamic Relational would make all columns just as powerful. A startup could use something like the Zend business model to make an open-source version and a for-fee enterprise version for scaling. https://www.reddit.com/r/CRUDology/comments/12ari2l/dynamic_...