1. I think NoETL products are complementary solutions. NoETL can be a great option for ad hoc queries and when performing a one-off analysis.

But for your company's analytics, you want to build a suite of well defined, reliable and documented datasets that power you dashboards and your regular analytics.

Another way to say it is that with NoETL, you write one query to answer one complex question. With ETL (actually ELT), you define core datasets with which you can answer many questions.

2. In terms of adoption, products like Dataform are helpful from the day you start having data in your data warehouse and have a full time analyst. It's basically giving superpowers to your analysts.