There is appeal to the json being directly searchable in the database, ala MongoDB. Specifically for analytics/reporting. The problem is that most analytics/r

There is appeal to the json being directly searchable in the database, ala MongoDB. Specifically for analytics/reporting. The problem is that most analytics/reporting/BI tools SAY they support MongoDB and then they tell you to write a "connector" for each entity, at which point it's easier to just move it to SQL.