I'm running into the "incremental load" problem now trying to batch intervals of Avro files into BigQuery, but Airflow doesn't seem to complain much about 10 minute intervals (less than that and I'd be a bit worried). One workaround we're considering to having 144 dag runs/dag/day for 10 minute intervals is to just define it as a daily dag and periodically clear it throughout the day.
I have heard of newer companies who don't need to deal with legacy ETL going the ELT route which is interesting to me. I'm curious who owns the transformation in that case. Do you just hire more data scientists or maybe a bunch of junior devs/analysts/DSs to own data cleaning and transformation? The way our transformation works is that the engineering team that owns the application data owns the transformation so they can document exactly what the data going into the BI tool is. It adds overhead on the engineering side, but not nearly as much as throwing the data in a lake and hoping someone downstream knows what to do with it.