Personally, trying to conform the world to one way of thinking or one tool or one format is extremely hard. It's better to focus on how you can cut through all the politics and come to some type of middle ground that bridges the gaps. Maybe not so much in smaller organizations where you have more control, but in larger ones, especially where you may have NoSQL and RDBMS teams, it can be counter productive to even think about it.

On the article, I do think it's easier said than done to bridge the worlds to using the same agreed upon schemas so they compliment each other and make things like plucking out data from one system and easily putting it into another system. This is kind of like where roles like mine should shine (the data architect) in trying to ensure that can happen or at least foresee that it WILL happen at some point down the line. But, it's extremely complicated much like it's even still extremely complicated to build a single data warehouse where everyone can agree on the final model and what questions or potentially new questions that warehouse should be answering for the business and it's units.