It's more that nosql makes sense of you have very specific performance characteristics and can accept very specific constraints.
Alternatively, you want to use a document db because you don't understand that delaying implementing schema integrity or implementing it yourself in the application layer instead of having it baked into your database will be more complex and slow you down in the long run. RDBMS isn't slower than a generic document DB.
It's not new, but you're wrong about personal data not factoring in. Companies will absolutely try to low ball you if you're unemployed, or offer you less if you volunteer your current salary, or offer you more if you're getting other offers.
This new stuff is a problem because they're going to end up colluding through software just like landlords and it should obviously be illegal but they'll get away with it until people catch on and the law catches up, or forever depending on location.