...with more established DBs like MySQL and PostgreSQL, you never really saw the same kind of marketing efforts towards developers, startups, etc. It is kind of a newer concept.
That's funny because MySQL used to do exactly the same kind of marketing fifteen years ago: comparing itself to Oracle, "it's a thousand times faster" when it obviously didn't do one thousandth of what a RDBMS does.
History repeats... and has a strange humour sense.