Native JSON support in MYSQL 5.7 : what are the pros and cons of JSON data type in MYSQL?

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In MySQL 5.7 a new data type for storing JSON data in MySQL tables has been
added. It will obviously be a great change in MySQL. They listed some benefits

Document Validation – Only valid JSON documents can be stored in a
JSON column, so you get automatic validation of your data.

Efficient Access – More importantly, when you store a JSON document in a JSON column, it is not stored as a plain text value. Instead, it is stored
in an optimized binary format that allows for quicker access to object
members and array elements.

Performance – Improve your query
performance by creating indexes on values within the JSON columns.
This can be achieved with “functional indexes” on virtual columns.

Convenience – The additional inline syntax for JSON columns makes it
very natural to integrate Document queries within your SQL. For
example (features.feature is a JSON column): SELECT feature->"$.properties.STREET" AS property_street FROM features WHERE id = 121254;

WOW ! they include some great features. Now it is easier to manipulate data. Now it is possible to store more complex data in column.
So MySQL is now flavored with NoSQL.

Now I can imagine a query for JSON data something like

SELECT * FROM t1
WHERE JSON_EXTRACT(data,"$.series") IN 
( 
SELECT JSON_EXTRACT(data,"$.inverted") 
FROM t1 | {"series": 3, "inverted": 8} 
WHERE JSON_EXTRACT(data,"$.inverted")<4 );

So can I store huge small relations in few json colum? Is it good? Does it break normalization. If this is possible then I guess it will act like NoSQL in a MySQL column. I really want to know more about this feature. Pros and cons of MySQL JSON data type.