sql versus nosql for user profiles which one should you pick

hey everyone, i'm wrestling with a common but always interesting decision, when building out a user profile system, what's your thought process for choosing between a SQL database and a NoSQL one? i've seen projects go both ways, and the 'it depends' answer is definitely true, but i'm curious about the specific trade-offs you weigh. for instance, do you lean SQL if you anticipate complex relational queries or strict data integrity needs? or is NoSQL the go-to for schema flexibility and horizontal scaling from day one? looking forward to hearing your experiences and criteria