Everyone knows that the most important thing is the data itself and not the storage or access of it through applications. We don't need Zoho to tell us that. We also know that more and more we are using other storage formats for our data than relational databases -- take XML repositories for instance -- and that we are using other methods to retrieve our data other than SQL.
But what Zoho says we don't know, or don't realize, is that we can use the SQL query language to access our data even when it's not stored within a traditional relational database. At least we can now using Zoho's newest technology CloudSQL.