Take a highly nested JSON document and try and implement it in a relational database. You would have an O(1) lookup in MongoDB and a O(n) lookup in MySQL. Or good luck traversing a graph structure in MongoDB when you should've used Neo4J. So in order to have a performant database you do need to "pay attention" and ensure that your access patterns suit the database type.
Also Web Scale is about any approach used at the bigger web companies. And the type of people who use the term are not the same people who would be sitting there optimising SQL queries. So I wouldn't conflate the two.