I decided to go with name.com since they didn't have an F rating with the BBB, mainly due to that they responded to all of their complaints (7). You'd be surprised how many companies don't. I am a bit concerned about their $25 lock out fee if there are too many failed logins to your account though.
That is for the data store itself, and doesn't mean that the database is NoSQL or not. MemcacheDB for example is a NoSQL database that uses BerkeleyDB as a datastore. No different than you'd use InnoDB or RethinkDB with MySQL.
I added a SAN LUN to a volume that turned out to be in use, and was storing our only copy of a 500GB (sic) backup database tracking 60k+ tapes. After laying out the partition on the volume someone noticed that the database disappeared, and we were able to revert the partition and get the data back. Ended up buying some pretty nice Cognac for shortening the life of few folks. No idea why they weren't backing up their database though.
Generally it's not a good idea to say things like that to large audiences, due to exactly what you're pointing out here -- it will misunderstood, and taken literally.
For the correct individual, all of those statements drive home the importance breaking of mental constructs -- literally. That's the root point.