There's a great book SQL Antipatterns, by Bill Karwin where this specific antipattern is discussed and criticized.

That said, sometimes when I realize there's no way for me to come up even with a rough schema (say, some settings object that is returned to the frontend), I use JSONB columns in Postgres. As a rule of thumb, however, if something can be normalized, it should be, since, after all, that's still a relational database despite all the JSON(B) conveniences and optimizations in Postgres.