Not sure for the rest of JS land, but for me, I was attracted to it because SQL didn't exactly click in my mind the first few times I tried picking it up. Mongo's document like structure just made a lot of sense. JSON like structure in and structure out. I also found Mongo's operations to be easier to pick up than learning queries in SQL. I believe these sort of things are more appealing to a JavaScript developer since it maps well to things they already are familiar with such as objects and navigating key:value pairs using dot notations and whatnot.
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Not sure for the rest of JS land, but for me, I was attracted to it because SQL didn't exactly click in my mind the first few times I tried picking it up. Mongo's document like structure just made a lot of sense. JSON like structure in and structure out. I also found Mongo's operations to be easier to pick up than learning queries in SQL. I believe these sort of things are more appealing to a JavaScript developer since it maps well to things they already are familiar with such as objects and navigating key:value pairs using dot notations and whatnot.