I've now decided this path is a mistake because the performance is so bad. Even with low thousands/tens of thousands of rows it becomes a huge problem, queries that would take <1ms on relational stuff quickly start taking hundreds of ms.
Optimizing these with hand rolled queries is painful (I do not like the syntax it uses for jsonb querying) and for some doesn't really fix anything much, and indexes often don't help.
It seems that jsonb is just many many order of magnitudes slower, but I could be doing something wrong. Take for example storing a dictionary of string and int (number?) in a jsonb column. Adding the ints up in jsonb takes thousands of times longer rather than having these as string and int in a standard table.
Perhaps I am doing something wrong; and I'd love to know it if I am!