And for certain use cases that is good. However I wonder how many of those who did so were even aware of what the costs of moving to a solution which doesn't really readily support (and indeed actively discourages) solid database engineering would be when moving forward into new markets. Indeed the same thing is going on with a lot of NoSQL adoption and I think a lot of people are going to be badly bitten by choosing it without really understanding what the tradeoff is.

My own view is that ideal design processes in fact look at the established practices sympathetically before disregarding them. Where they are not applicable, they should be disregarded.