In all but the tiniest companies, it's a myth that your data is "small" and your concurrency requirements are light. If Hadoop and MongoDB were aimed only at the companies that are already capturing massive amounts of data and have millions of users, the market would be much smaller than MongoDB's valuation alone implies.
The dirty secret is that big data and NoSQL vendors aren't just targeting gigantic, consumer-facing companies like Facebook or Google. The technology applies much more broadly, and as the supply of high-concurreny, low-cost, flexible data storage increases, so will demand. If you can hoard all that data cheaply, why not mine it cheaply as well and compete with the big names?
Moreover, as organizations mature, RDBMS schema design -- and more important, schema updates -- demand massive coordination. Anything that requires massive coordination better happen rarely. By contrast, flexible technologies such as NoSQL meet the needs of highly competitive companies seeking to adapt to changing customer demands and shifting, expanding markets.
Don't get me wrong -- massively scaled companies with massive amounts of data can and do deploy NoSQL databases and big data tools. However, your IT department has trained itself to throw away data it doesn't think is relevant today. This stuff is useful to all of us and changes the way we think about data: capture first, analyze later. It's a much bigger market than you think.
This article, "The dirty truth about big data and NoSQL," was originally published at InfoWorld.com. Keep up on the latest developments in application development, and read more of Andrew Oliver's Strategic Developer blog at InfoWorld.com. For the latest business technology news, follow InfoWorld.com on Twitter.