FTA:
"In the meantime, DBAs should not be worried, because any company that has the resources to hire a DBA is likely has decision makers who understand business reality."
Bad English aside, I just don't agree. Money != Reality. I have worked both sides of this coin - Startups with plenty of money but don't see the value in proper maintainance of the data store (one almost was put out of business by a disk failure), and very smart startups that are running lean but do understand the risks.
That said, on the deeper level, why does business reality == SQL? Sure I can scale Oracle to support massive DB's (and have), but I could probably get more value from using Amazon's SimpleDB for things that don't require massive scaling. Use the right tool for the job - Hammers are for nails, etc. Do the design work up front, decide how its gonna work, and the right tool should present itself.