Dare Obasanjo aka Carnage4Life - Building Scalable Databases: Denormalization, the NoSQL Movement and Digg
http://www.25hoursaday.com/weblog/2009/09/10/BuildingScalableDatabasesDenormalizationTheNoSQLMovementAndDigg.aspx

As a Web developer it's always a good idea to know what the current practices are in the industry even if they seem a bit too crazy to adopt…yet.

bit on why non-SQL dbs are used in social networking sites