I probably live in my own little bubble, but only lately have I realized that NoSQL has two audiences: (1) People for whom normalization can't work because of their application's characteristics and the limitations of current hardware. (2) People who just don't understand basic relational concepts, or why they were invented in the first place.
It's kinda sad. I've consulted on projects where people implemented sharding before adding any indices to MySQL.
The thing about being in group (1) is that you can also recognize when the ground shifts beneath your feet. Artur Bergman is one of those guys.