Market timing, excitement (some of which later turns into hype), mindshare, and marketing make for a difficult combo to beat. The post-mortem covered addressed

Market timing, excitement (some of which later turns into hype), mindshare, and marketing make for a difficult combo to beat. The post-mortem covered addressed market timing and hinted at the rest, but is reluctant to call out MongoDB's marketing. I can't help but wonder if the story had been different if the RethinkDB devs organized a bunch of codecamps and positioned their db as the 'default choice'. This is how Mongo gained a ton of mindshare, helped by other trends at the time, like the NoSQL wave, the Node.js boom, and the renaissance of client-side JS development.