If you build your app around a relational database and you need to scale up big then at some point you're going to hit a brick wall in terms of scaling out storage and/or writes. You either have to build sharding logic into your relational db app from the beginning(which is a pain that NoSQL saves you from), or else you have to re-architect your entire app when the time comes that you need to deal with scale. Many shops end up borrowing VC money to build out a team to re-architect their systems to handle web scale, but this can be avoided by thinking about data access patterns from the beginning and choosing a technology that can handle your future needs.
https://en.wikipedia.org/wiki/Scalability#Horizontal_and_ver...