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In the Hadoop world things have evolved to support SQL. Spark, Hive, Impala all have full support for SQL. The Spark implementation is actually faster than you doing low level RDD processing as there are optimizers that work very well. In addition, you can create UDF that are easy to integrate.

The only reason you might choose other approaches is to make the problem look significantly more complicated, thereby justifying more maintenance and resources.

SQL is just too easy and some super smart engineers don’t like it because if it. That said, NoSQL does have value in some corner cases where it could perform better when most of the logic is simple lookups.

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