NoSQL bandwagon marketing hype more than practical reality then?
No. Well, I'm not measuring hype, and I'm not sure if there even is hype. They're just tools. But they're useful. For example, a lot of Yahoo is powered by an internal proprietary NoSQL product.
Many NoSQL products out nowadays are quite poorly written pieces of software. Cassandra was and possibly still is one of them, according to some HFT developer I talked to about a year ago, who claimed and acted like it was common knowledge that it and others would disappear data. I've also heard that it's gotten better recently. MongoDB, for example, has a global write lock on each database, making it quite mediocre for writes. Almost all have bad performance when it comes to how they write to disk, and some others are shoddily glued together monstrosities of Java and MySQL. Also they're usually bad at managing the notions of datacenters and machines between datacenters.
Another reason NoSQL isn't that useful is because computer RAM capacities keep getting larger, we now have SSDs too, which means single-machine SQL databases or primitive multi-machine failover mechanisms can keep getting larger and larger. And single-machine network capacity keeps getting larger. And of course the upgrade path for an SQL database is "sharding" and more often "buying a newer machine".
But if you have craploads of data, especially a crapload of large blobs like images and such, terabytes or petabytes of data, you need some integrated system for managing …