"One of the things I hear a lot: ‘Use NoSQL because it’s very flexible’. I’ve done a thousand NoSQL applications, I can tell you nothing could be further from the truth.
NoSQL is not a flexible database, it’s an efficient database. The data model is very much not flexible [because it's tightly coupled to the access patterns of the application]."
Rick Houlihan (then at AWS):
"One of the things I hear a lot: ‘Use NoSQL because it’s very flexible’. I’ve done a thousand NoSQL applications, I can tell you nothing could be further from the truth.
NoSQL is not a flexible database, it’s an efficient database. The data model is very much not flexible [because it's tightly coupled to the access patterns of the application]."
AWS re:Invent 2018: Amazon DynamoDB Deep Dive: Advanced Design Patterns for DynamoDB (DAT401)
The funniest I've heard is "we don't need a schema", which of course ends up having to enforce a schema in the application code instead ... :/
Believing you can just "dump" your documents into a NoSQL database is a very rude awakening once you realise what you've done I suspect ... :/