If data mining is necessary, it's right there in the event log and can be manipulated by much simpler (and faster, possibly by orders of magnitude) SQL. Additionally, it's not bloating regular access of the user records.
I've been seeing these designs more and more, recently. Is it a natural extension of non-DBAs taking DDL design roles? Because this data manipulation style doesn't really mix well with any RDBMS I'm familiar with.