It's a great model for document-like structures. This includes actual documents, but things like user records as well. If your data has a lot of single-entity structure to it, then I think the noSQL type databases are a better fit.
They also make development easier as they aren't as rigid. Playing with the "schema" is easier.
For mass record-like data I'd still use a relational DB.
Ideally, a good DB-engine would just provide both types of data and stop pretending one is "better" than the other. It's like trying to argue that functional is better than imperative when both combined is preferred.
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