I just read the post on why ODBMS ( thanks to Chris ), and was just wondering if somehow NoSQL is following the same track as ODBMS did. There is a definite factor in terms of effort / skill that goes into adding an ORM layer to your application. So, is NoSQL the new OODMS ? I don't profess any knowledge on the tenets of Object oriented Databases but from the marketing angle alone, NoSQL seems up against a BIG SQL Challenger. Just that given today's Web Scale data and how Enterprises / Users alike cannot ignore the Flood of Data, NoSQL could actually make a point.