Who the dick is selling anything? I thought we were building things. Call it DongDB, I don't give a damn, I just need to push some shit that's not going to break.

It does not matter what we call the products or the product category or the "movement". Products are built on technology, and the vast majority of the technology in the NoSQL space is pre-existing and appropriately named. A column store is a column store, not a CassandraStore(tm). A bloom filter is a bloom filter, a vector clock is a vector clock, consistent hashing is consistent hashing, ad nauseum. Those who are actually interested in understanding the tools spend their time reading technical and academic documentation that describes the foundation, building blocks, patterns, and concepts that are in play.

What matters for products is not what they are called, but whether they will work or not for your problem set. The best way to help this "movement" is to write code, run code, and provide examples, use cases, and data about real world environments that will help people choose the appropriate tools and approach to manage their data. Compared to actually using and building things, chatting it up about terminology isn't going to make a god damn bit of difference. Which is to say, get things done or shut up.