It's simply become the norm. Companies store and analyze lots of data all the time. It's no longer special but simply table stakes. Look at the valuations of Snowflake and Databricks.
The are a lot of approaches like Change Data Capture CDC or HyperLogLog - but the norm? Far from.
I think the marketing BS fell out of fashion when every database designer became a data scientist, but that's another issue.
That said if you want to do streaming nowadays then you just integrate with Segment. If you want to track your database then you can dump data using Fivetran. If you want to track client events in excruciating detail then you can use Fullstory/Heap to do so in real time. That's all now table stakes for any company and outsourced to those platforms.