It really depends on the data structure. If you've got something that can have an unknown amount of variables in it and you're already serving up JSON, then I think using JSON is the way to go.

Another use-case: We've got hundreds of clients that send health statuses for a ton of different metrics every 10 minutes. Stuff like Wifi strength, exceptions caught/uncaught, various errors and crash reports, blah blah. Anyway, we need a flexible store for all of this stuff because we're always adding more metrics. Whatever the clients send as their request body gets added as a JSON object.

We also want to dynamically display all of these metrics. We can literally grab the data as JSON and make the keys table column headers in an html view. Adding new metrics can automatically be reflected in both the database and in our html views. We can query against new fields without changing schemas or business logic.