The NoSQL hype happened because people wanted to explore and promote alternatives. The NoSQL name happened since there was a need to provide a moniker to the alternatives. Since this was a hype and movement based on otherwise real need, it is likely to have happened even if the name was something completely different say FreeQL (or whatever other catchy name). The post isn't arguing there shouldn't be a name. All it is attempting to point out is that it should be a meaningful and appropriate name - else what you think (when you hear the name) and what you get (when you actually dig into the details) are very different. The current name actually makes it harder for newer participants to properly grok these storage systems - which wasn't perhaps the goal in the first place.