Marketing doesn't work well on nerds, or we would still be using mongodb.

MongoDB is an example of nerds resisting marketing from Oracle and going too heavily in the other direction. Nerds love non-mainstream stuff, so when you come with a solution and say "this is better than the mainstream!" they are prone to believe you. But then once mongodb became mainstream it died since then its selling point of not being mainstream was gone, and there wasn't many other reasons for using it, no matter how much marketing mongodb continued to crank out.