NorthScale's new chief executive is excited about the company's potential to transform the data management space with its focus on simplicity and noSQL technology. The emergence of modern application development necessitates scale-out technologies that traditional relational databases cannot accommodate. NorthScale aims to leverage the popularity of memcached to create a leading key-value database technology that combines speed, scalability, and simplicity with necessary database features like persistence and replication. The company's approach allows customers to adopt noSQL solutions without complex changes to their existing systems, providing immediate value. With a talented engineering team and recent financial backing, NorthScale is poised to accelerate its growth and support customers in scaling their data layers for modern applications.