Good topic to discuss.
I think many teams nowadays tend to choose NoSQL just because of that fancy Medium articles written by some guys wearing Ray-Bans. E.G. Just because it's "cool".
With that being said, I prefer to store entities as a flat structure with ids and fetching them on the backend. This approach won't be efficient if you need to do some data-intensive stuff, but NoSQL wasn't meant to do this in the first place.
If I need master-detail relations, I'll choose SQL because if today you need master-detail relation, tomorrow you'll need the full-blown aggregation from multiple sources.
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