I'll add that email and Facebook postings and Instagram photos don't require the same kind of data consistency and durability that medical records, bank transactions, or rail car movements require. If Google loses some old emails or Facebook loses the last thousand "likes" on a Jersey Shore fan page that's not much of a catastrophe, and they don't guarantee their data anyway. For those use cases Mongo or Cassandra et al. may be the right fit.
I work on a app that stores documents (PDFs) in Amazon S3 containers, and sometimes those documents get lost or inaccessible for some reason. We have backups for those. The only consistency requirement there is that the PDF opens and the name matches the name in the RDBMS. That's a much lower bar for consistency and durability than our credit card transaction data, for example.