For why many developers are looking to NoSQL, look no further than JSON. So many of the new tools and languages have built some support for JSON storage, and the serializing/deserializing. It's easy to work with for many developers. I think this is some of the reason that NoSQL solutions are intriguing.

Is this an issue for your application? It depends. I think that some of these JSON stores will become problematic when applications look to evolve and reorder the data, or report on it in any scale. If that's not an issue, or if you have an application that won't change its data model (or that doesn't matter), then perhaps it's fine.

I think that for new, greenfield projects, there's a temptation to use a simpler store to move quicker. Whether that works for the longer term, hard to say. There certainly are domains of problems where the NoSQL stores work well.