I do not hesitate to admit that I was a hipster sometime back too. I chose MongoDB for many of my projects and it went well, till it reached some kind of moderate scale where I realized it was a terrible choice going with a NoSQL db (Sometimes, I'd have to duplicate data because there were no Joins, etc). And that's when you start to realize, that NoSQL is not a pure-white solution. It is designed to satisfy very specific use-cases. Relational databases are really good enough for 99% of the use cases out there.
Unless otherwise you are COMPLETELY unable to design your schema in a relational database, you SHOULD NOT simply opt for a NoSQL database. The claimed NoSQL performance benefits will easily be outrun by a terribly designed schema, if you use the wrong db for the wrong scenario. Trust me, MySQL has had so much negativity because of these hipsters, but even something as basically relational as MySQL scales really reaaallllly well. Infact, many top guys still use MySQL till date, for a reason, in production.[1]
Next time you launch your start-up, spend some time carefully evaluating your db design decisions, as the wrong db for the wrong use-case could easily become the most expensive mistake of your startup.
[1]http://www.quora.com/Quora-Infrastructure/Why-does-Quora-use...