For me it's mostly been driven by developers, but I assume it can be different for others. However, the problem is "bad marketing", something we can see from the NoSQL movement, where some few companies and projects started marketing NoSQL, until it gained a life of its own, and you're now considered a "bad developer" unless you choose NoSQL instead of RDBMS.
It's a herd mentality thing, resulting in that everybody chooses the same as everybody else for fear of standing out in the crowd.
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For me it's mostly been driven by developers, but I assume it can be different for others. However, the problem is "bad marketing", something we can see from the NoSQL movement, where some few companies and projects started marketing NoSQL, until it gained a life of its own, and you're now considered a "bad developer" unless you choose NoSQL instead of RDBMS.
It's a herd mentality thing, resulting in that everybody chooses the same as everybody else for fear of standing out in the crowd.