With the increase in data that is being stored and analyzed , the concepts such as Big Data, Column Store and In Memory databases have been in discussion or being used by different organizations. Also there are multiple vendors at play, the one size fits all doesn't seem to be working. Please see this video where in Michael Stonebraker talks about the different concepts such as Column Store, Big Data and In Memory databases. He specifically mentions not to give in to the marketing hype and use proper proof of concepts on site with the data that needs to be analyzed to arrive at the right solution needed for an Organization. Here is the link for the video, it is a bit old but I felt is very relevant in terms of the questions to be asked.
https://www.youtube.com/watch?v=_00H1cgXeWw. Mike specifically talks about how important columnstore is going to be in Data warehouses.