Value is clear but NoSQL must wait
As relational database was born in the mid-1980s, there was huge interest in it, along with constant headlines. IBM purposefully undersold it at the start due to customer disbelief and IBM worries about upending existing mainframe data management. The production systems remained such things as Cullinet IDMS, IBM's IMS and various other heirarchical systems. Lots of education on relilability precedes broad market acceptance, even when the usefulness is perfectly clear.