I was referring more to the marketing aspects of the term (and proposing their solution as a counterpart to "NoSQL"), than the concept itself. There are a lot of people who think that "NoSQL" is all about magic scaling sauce, and this isn't really helping.
It is a NoSQL database with a novel architecture. It uses schemas, supports transactions, historical queries, and it doesn't use a client server model.
I think this might be a misnomer in that NoSQL in the general sense describes a set of technologies acting as value stores rather than a standardized language for accessing said values.
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