So many LOB applications (the part of the iceberg under the water) have modestly sized databases with a relatively consistent number of users. The data is small, but often complex, awkwardly structured, highly relational, etc. The challenges these applications face are different, but real.
An example of something that would be incredibly useful here but completely untenable for a Facebook scale system would a rich rewind mechanism. You can go back in time 15 minutes or execute a query like:
RESTORE my_db TO LAST POINT WHERE EXISTS (SELECT * FROM ACCOUNTS WHERE ID=1234)
How much trouble would that kind of query have saved you in your career? At some point this would be cost prohibitive but I bet 50% or more of all apps never reach that point.