It varies, a fair bit. MongoDB is perhaps the worst, possibly because it's easy to get up and running with, and behaves a little magically (you don't need to know how it works to use it, or at least so you might think initially). It also has a company pushing it, of course.
I'd say that this is less of a problem for the Dynamo paper databases (Riak, Voldemort, Cassandra), because really to use them at all you have to have some idea of what's going on.
I'm a bit biased here, though, while I've found Voldemort, Redis and Cassandra useful and can see Riak and a couple of others being useful, I could never really figure out a good reason that anyone would use MongoDB besides naiveté. That said, I've never really tried, as I don't have a problem that fits it (part of my issue is that I don't know what a problem that fits it would look like).