I was looking at kinvey.com mentioned in the comment of the article while researching an alternative for Adobe Publish at work. Their 1-2-3 explanation on the home page is compelling, except for the 1 part. Yes, one should have the option of creating or extending a custom model, but why not have a library of pre-built solutions? "Here's our e-commerce starter kit, it's got a cart, products, customers, tax tables, and inventory management. Also we built an awesome back-end and some integrations with these payment processors." If you're building a BAAS, why not pick three or four common web-app types and make the models for them.