The cost: transactions, relations. These are actually incredibly valuable things to have.
If you're storing billions and trillions of records that don't need relations, NoSQL is great. You'll keep your fast lookups and saves no matter how big things get.
This can matter a lot more if you're a start up with the goal of having trillions+ records some day. Your SQLServer will eventually not be able to scale any higher, and then what? Moving to Nonrelational from relational is so painful.