MapReduce came along at a moment in time where going horizontal was -essential-. Storage had kept increasing faster than CPU and memory, and CPUs in the aughts encountered two significant hitches: the 32-bit to 64-bit transition and the multicore transition. As always, software lagged these hardware transitions; you could put 8 or 16GB of RAM in a server, but good luck getting Java to use it. So there was a period of several years where the ceiling on vertical scalability was both quite low and absurdly expensive. Meanwhile, hard drives and the internet got big.