I can feel the sincerity of the author, but ultimately I think he's wrong that the solution to this is NoSQL.
It really would be nice to send an e-commerce order as JSON data and have my database know what to do with that. I think we still need the flexibility and power of a relational database behind it, but if someone extended PostgreSQL to take records the way CouchDB or others take records, and taught it how to store into rigid, joinable, relational tables, that would be just great and would help a lot. All of the advanced and relational functionality would still be available when needed, but by default, if one could write and retrieve data in a default format that had been mapped onto tables, etc. previously transparently from the database, that would be awesome.
It really would be nice to send an e-commerce order as JSON data and have my database know what to do with that. I think we still need the flexibility and power of a relational database behind it, but if someone extended PostgreSQL to take records the way CouchDB or others take records, and taught it how to store into rigid, joinable, relational tables, that would be just great and would help a lot. All of the advanced and relational functionality would still be available when needed, but by default, if one could write and retrieve data in a default format that had been mapped onto tables, etc. previously transparently from the database, that would be awesome.