NoSQL simplifies queries to the extent that it makes complex queries impossible and thereby forces people to design their data structures in such a way as to allow them to do everything they need using only simple queries. :-)
That's a great way to look at it. The problem here comes when you want to add a new feature, and you find that your design doesn't allow for the new queries needed.
The relational model and data normalization are reasonable at stopping you painting yourself into a corner, and SQL's bulk data manipulation operations can get you out of trouble.
With NoSQL, you're on your own, which is great for those that are infallible and omniscient. Ironically enough, I think that means that only Larry Ellison should be using NoSQL, to twist the well known joke.
