I'm not adverse to the google idea, but the NoSQL issue is a lot bigger than the NoSQL proponents make it. In simple terms, it make sense to keep objects together when they only make sense while part of a bigger construct. A Customer, for example could contain multiple orders which could contain multiple items. Saving this in some NoSQL flavor is convenient and easy to understand, but when your store is a branch and headquarters wants a report on how many widgets were sold that day, the report becomes a bit more complicated. And once you start managing things outside of the realm of the fictional widget store, you find that it isn't that easy to segregate objects like that.