There are so many switches and dials to tune, and unless you really learn it in depth, you won't know which ones you need. It's difficult to even determine what hardware requirements you have. And it's a hard sell to tell your business guys "I think elasticsearch will work better if we give it more... CPU? Memory? Disk speed? I'm not really sure." and can't provide any concrete metrics to back that up.
Another place where footguns abound is upgrading from one version to another, especially if you've got plugins installed. There are tricks that you have to learn the hard way.
At this point, I think long and hard before reaching for a solution like elasticsearch. If I've got a DBA whose entire job it is to master the tech and wield it expertly, that's one thing. But if I'm part of an early stage startup, I just can't justify the lost time and potential for catastrophe.