Over the past six months, vendors have responded to the demand for more corporate-friendly analytics by announcing a slew of systems that offer full SQL query capabilities with significant performance improvements over existing Hive/Hadoop systems. These systems are designed to allow full SQL queries over warehouse-size data sets, and in most cases they bypass Hadoop entirely (although some are hybrid approaches). Allowing much faster SQL queries at scale makes big data analytics accessible by many more people in the enterprise and fits in with existing workflows.
via The hot new technology in Big Data is decades old: SQL | Ars Technica.