Many businesses (including startups) have moved to using document stores for high read environments and scraping nightly drops to their backend analytics systems. This is smart - you don't want to run summing/aggregation on a live transactional system for (hopefully) obvious reasons.
EDIT: it's also worth noting that map/reduce is typically much more powerful when aggregating large datasets. When trying to run analytics on top of a transactional system, developers like Ray here would end up with multiple joins and groupings - all of which slow everything down. Map/reduce certainly isn't perfect, but the author dismisses it as difficult witchcraft when, in practice, parallel execution of MR queries can greatly decrease resources and time to information.
I sort of think we've moved beyond this discussion.