Earlier quoted context omitted.
While I mostly agree with your comment, some NoSQL databases are not suitable for analytics. Indeed, they are terrible at them. Unstructured information is, surprise, unstructured, which means it is harder to query / analyze, since the structure needs to be fully scanned and parsed to perform the computation. I have seen many cases where MongoDB is used for this and suffers from really bad performance.
I think the trap is simple POCS. Do a simple POC where you ram 1 million rows in a MongoDB and then make a webapp to do some basic analytics. Look, it works and get responses within a second. Cool! Then real data comes in at 12 billion rows and your analytics take 3 hours to run. So you try to do the sharding thing, and realize that it works for a while, except now every analytics query needs to hit every shard....
Worked on a 1.3 trillion row (for 1 table, others varying below this) database this year for predictive analytics, and it was mind boggling the hoops to jump through to try to get that thing to run anything in a manageable time frame.
Any POC level show of a database would be about meaningless at that scale. You have to do a real test to view the challenges around it.