That's essentially the crux of NoSQL. When your company consists of 90% developers and you're moving at breakneck speed, who wants to wait for Bob the Cranky DB Consultant? Just add another node to the cluster and let the auto-sharding figure it out.
Auto-sharding is when you have a RDBMS that sees "SELECT * FROM t1 JOIN t2 ON t1.c1 = t2.c2" and knows how to choose a plan which minimizes data going back and forth to make that happen. NoSQL instead makes you plow through n^2 records doing every join the hard way in the app, which is about as far from automatic as you can get.
The problem is that the people who actually handle this correctly charge so much that I've never even seen their products in live use. Meanwhile free SQL databases are still really bad at it. But choosing an API that deliberately restricts you to only the worst possible query plans is not going to be part of the solution.
Doesn't NoSQL require the same, only it shifts from being the job of a db engineer/sysadmin to that of the developers?