alt Hacker NewsJSON columns shine when
* The data does not map well to database tables, e.g. when it's tree structures (of course that could be represented as many table rows too, but it's complicated and may be slower when you always need to operate on the whole tree anyway)
* your programming language has better types and programming facilities than SQL offers; for example in our Haskell+TypeScript code base, we can conveniently serialise large nested data structures with 100s of types into JSON, without having to think about how to represent those trees as tables.
You do need some fancy in-house way to migrate old JSONs to new JSON in case you want to evolve the (implicit) JSON schema.
I find this one of the hardest part of using JSON, and the main reason why I rather put it in proper columns. Once I go JSON I needs a fair bit of code to deal with migrartions (either doing them during migrations; or some way to do them at read/write time).