This will be a really short post and will be about the whole flexible schemas in NoSQL land and how easy it is to store data and let the design of it evolve by time. “You just throw some JSON in there and then start harvest the data with some nifty queries.” I’m saying, no you are not freed from not thinking about your data model, because the shape of it will need to vary depending on how you will consume the data. Will it be read or write intensive? What granularity do you need? How will your application consume the data?