Another example from my space is product catalog data. There is large amount of data that is common and those are normalized properly. There is also a large amo

Another example from my space is product catalog data. There is large amount of data that is common and those are normalized properly. There is also a large amount of per product type variability that needs to be captured. One way to capture that is using JSON to store that specific data. Being able to index and query using the JSON structured data is a huge boon there.