I fully agree here. A couple of years ago, when I went on interviews at startups, they were all using nosql db's and were proud of it. More recently, I've been interviewing at startups that are now bigger, need to mine the data that they've collected over the last few years, and now are migrating off of nosql db's to rdbms' (or creating strange amalgams of the 2). I did see this coming, but it was very hard to make them understand back when it was the coolest thing.