I witnessed RethinkDB losing to MongoDB in spite of being significantly better. I am now worried that FoundationDB isn't gaining popularity, even though it is arguably the best and most well-tested distributed database out there, with strict serializability (!) guarantees. But it doesn't have a shiny website and doesn't cause warm fuzzies, quite the opposite, it looks complex and intimidating. So it isn't popular.
This is worrying, but perhaps neither new nor surprising: we have a history of picking inferior solutions because the good ones looked too complex or intimidating (betamax vs VHS in video formats, ATM vs Ethernet in WANs).