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>A lot of people haven't yet felt the pain of using traditional relational data for these nontraditional channels.

Haha. Wow. I didn't know it was already time for another anti-relational hype cycle.

You misunderstand. Relational isn't going away, it just isn't a solid fit for all forms of knowledge. Google's knowledge graph is a good example of a what I'm talking about, and that's about around 2012. It's used to power the assistant, for example.

It's similar to how data warehouses aren't going away, but a lot of companies aren't trying to shoehorn _all_ their data star schemas.

So if "relational databases aren't for everything" is hype, sign me up?

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