To respond to your point about absence of Grok like facility, avoiding the need to unmarshal and remarshal the data while passing through LogZoom was an explicit design requirement. The blogpost refers to our pain with Logstash/Fluentd etc. We were in a situation where our production code was fighting for resources against a log collecting facility.
In general, it's best to process the data (to the extent possible) closest to it's point of origin. It's orders of magnitude cheaper to create a well structured log line straight from your production code (where it's just some in-memory manipulation of freshly created strings) rather than in a post-processing step inside a separate process (or machine).
I've spent years dealing with performance problems in global scale production stacks and a surprisingly high number of resource bottlenecks (memory/CPU/Disk IO) etc. are caused by ignoring this simple principle.
I've lost count of the cases where a simple restructuring of the architecture to avoid a marshal/unmarshal step drastically cuts down resource requirement and operational headaches. Unfortunately a whole lot of industry "best practices" (exemplified by the Grok step in Logstash) encourage the opposite behavior.