First: my mantra: Data belongs to the organization, not the application... if the app fails and data is accessible then we all go on - if the data fails or is locked away - what was the point of the app again?
In a SQL database then data is understood by the organisation, DBAs and data architects. If left to app developers taking an app-centric approach to data... I get nervous quickly.
So long as the data is just as definable and accessible as current SQL databases then all good - give me an app with some odd-ball storage then it is bye-bye.