Marketing. Marketing is what MongoDB got right, along with a small helping of being early to market. It's not even the best or most convenient document store, doesn't have the most features, isn't the most secure, doesn't handle high availability the best, they basically got everything just "good enough" (and sometimes not), along with stellar marketing.<p>They marketed their asses off while they iterated to build a document store that was worth the praise they got people to heap on to it.<p>IIRC the acquisition of the wired tiger engine was basically a rewrite, because the previous implementation was just bad. So if the database engine wasn't good, and distribution wasn't good (until later), and schema management wasn't good, and the query language wasn't all that great, what did mongo really get right? Marketing and being early to market/new and shiny at the right time (when everyone was deciding that writing the frontend and the backend in the same language, javascript, was an awesome thing -- which I don't necessarily disagree with).<p>If someone needs a database these days, I always just suggest postgres. if it's good enoguh for reddit (<a href="https://github.com/reddit/reddit/wiki/Architecture-Overview#reddit-the-software" rel="nofollow">https://github.com/reddit/reddit/wiki/Architecture-Overview#...</a>), it's good enough for the next facebook for dogs (unless your problem is completely different then of course you should explore whatever database paradigm fits your problem the best).