Re: mongo
PHP and MySQL still have that reputation. In fact, PHP will probably go the grave with it. It's now mainly in legacy mode with more and more large projects migrating from it so at some point they'll just be WordPress, Typo3, Joomla and the like left.
Selling a DB on the basis that you don't need to worry about schemas, which is exactly what MongoDB did, will attract people who don't want to know or care about schemas until, inevitaby, all their data goes to shit.