From search to CRM, applications are adopting natural language and intuitive interactions. Should databases follow? This article provides a strategic perspective. Amid the many technological evolutions in software and hardware (CISC/RISC, Internet, Cloud, and AI), one technology has endured: Relational Database Systems (RDBMS), aka SQL databases. For over 50 years, RDBMS has survived and thrived, overcoming many challenges. It has evolved and adopted beneficial features from emerging technologies like object-relational databases and now competes robustly with NoSQL databases . Today, RDBMS dominates the market, with four of the top five databases and seven of the top ten being relational. RDBMS has smartly borrowed ideas, like JSON support, from NoSQL, while NoSQL has also borrowed from RDBMS. NoSQL no longer rejects SQL. From a user perspective, all modern databases have SQL-inspired query language and a set of APIs. All applications manage the respective data...