Hey there -- article author here. Thanks for reading.
Storing JSON data in a SQL database is possible but not practical. For one thing, it's very difficult to query the individual fields within that JSON data. You also can't retrieve a portion of the data, or do atomic updates to individual fields, etc. It's something I've done before and it's just not pleasant.
The schemaless thing is to some degree a matter of taste, yes. What's not a matter of taste, as I mentioned in the article, is when you have to run an alter statement on your huge SQL dataset that takes down your site for hours.
But I don't believe that one size fits all. Some websites will be better off with a RDMS. Mongo's better for us. Again, thanks for reading and commenting.