I'm a little bit young, but isn't this a bit of a revisionist take, by the author?
I thought that Amazon, Google, FB et al moved away from relational databases because the sharding logic they needed to build on top of these databases was approaching the complexity of a RDBMS. They didn't need strong consistency or support for complex queries, on the kind of data they were storing at scale, and so made compromises in those areas while engineering their purpose-built alternatives (Dynamo, BigTable, Cassandra).
It's not that SQL didn't work, but that the persistence layer was too strong and therefore too slow for their very particular needs. It's like comparing a minivan/suv (mysql/postgres) to a drag racer (nosql databases). You don't want to drive your kids to soccer practice in a two-seater with no airbags, and a 5* crash safety rating isn't as important to the pink-slippers as horsepower and 0-60.
Or am I missing something?