I use Rake (or Gulp, or whatever) because then I can use Ruby (or JavaScript, or whatever). Shell plumbing is fine for informal and small-scale stuff, and I make my code conform if somebody down the line (who may be me) wants to get out their duct tape, but the world is more complex than what /bin/sh can see. Shell is the lowest common denominator. Expecting everything to at all times be written in and for that lowest common denominator is not reasonable. We're a tool-using species and we refine tools over time to make them better. The profusion of tools happens because they iterate on each other to be better. If old tools were sufficient, people would use them because learning new ones is hard.
So, yes, you do need to learn those tools. Or invent a shell that isn't tooth-pullingly difficult to use with a JSON file (and do not say `jq`, I love `jq` as an inspector but it does not step to `JSON.parse` and a working subscript operator). Or change `make` so that a git checkout won't trigger a full rebuild. Lots of baseline, stump-simple things that `make` is just not going to do for you because it's built for a frankly outmoded method of development.