The point in NoSQL is mostly in group (3), web2+ startups with a possible 1B user and 1000B things (comments etc) per user. Joins and normalization here are a bit costlier and what is written in your Oracle development manuals, for your small workgroup intracompany app don't work here.

So the group (0), which are mostly db developers of the client/server architecture; when they attack the web2.0 problems, they fail because they stick to dogmatic notions as if they are true. Though (2) people are ignorant of relational concepts, (0) people are stubborn, uneducatable people who end up creating all types of scalibility problems. They overuse the notions of normalization, but forget they attack the wrong problem with the wrong tools.

PS: I am not yet using NoSQL in production and have a solid past in Oracle/Db2/Ms SQL/Sybase, and now now doing startups in MySQL/Postgres and Mongo.