Many growth-stage companies are choosing CockroachDB over PostgreSQL due to its ability to scale easily and offer transactional consistency. While startups may initially be tempted by the familiarity of Postgres or MySQL, CockroachDB's compatibility with these databases allows for a smooth transition. Additionally, CockroachDB's compatibility with Kubernetes and other cloud-native services makes it an attractive option for companies looking to build scalable applications from the start.