It’s not a new phenomenon so much as it has emerged as an important shift from the status quo 20 years ago.

What’s changed in the last 10 years are the access patterns. There’s increased demand to have arbitrary query access over the raw data. The most impactful technology changes have been about pushing the access layer (queries, stream & batch processing, dashboards, BI tools, etc) down as close to the raw data as possible and making that performant. What’s fallen out of that are better MPP OLAP databases (snowflake), new columnar formats (parquet), SQL as the transform layer (dbt).