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CouchOne’s decision to eliminate the term “NoSQL” from its product description is smart, but it isn’t without risk. Yes, MarkLogic has been fairly successful selling its unstructured database without using the term NoSQL (unless pressed by the likes of me), but it wasn’t born of the same roots as CouchDB. Further, NoSQL is a great foot-in-the-door term (much like “cloud,” which CouchOne appears to have adopted) to let potential customers know what you’re selling, even if it does connote big data. I think CouchOne has a great focus with its idea of being a “mobile database,” but I wouldn’t be so quick to abandon, entirely, a label that attracts so much attention.