IMO a lot of the issue is that developers for many years using Java or PHP, were using SQL to handle everything. The application language was a pass through later between the client and the database.
Your goal was to accomplish as much as possible in a single query and then to simply return the results of that query to the interface. That meant formatting numbers or currency in your SQL. Optimizing inserts or updates to be handled in a single query. Grouping, counting, left/inner joins, having statements to filter on aggregate results. More than 1 or 2 queries for the primary area of the screen was both a rare and foreign experience.
And then ORMs started to slowly integrate themselves into the flow of various frameworks to automate the repetitive things around CRUD tasks. Then to address scaling & bloat problems we saw an uptick in REST APIs, microservices that further made those ORMs the norm...and then many developers started actively trying to stay within those API constraints to an almost religious degree which led to a nested payload becoming acceptable fueling the whole "NoSQL" situation, along with the idea that it was somehow better to repeat the same data thousands of times over.
A whole lot of people pushed back against this and eventually, it mostly ran its course. I've often seen resistance to SQL to be driven by fear of SQL more so than anything else. As soon as people get a basic comfort level with SQL, it become almost automatic.