Hardly news, perhaps a lesson that must be relearned
As a DBA I would say that the majority of developers I see working on databases have no concept of performance considerations.
There are often tuning opportunities well beyond the order of magnitude - you can often find things that take 10 - 30s and pare them down to a few milliseconds. Daily loading tasks that ease over the 'day in a day' threshold can be brought down to a few minutes.
This is all usually before you even get as far as remodelling the database design, just making sure the queries aren't doing frankly stupid things.
By investing in serious DBAs and serious dedicated SQL Developers to work alongside the client side developers you can make quite astonishing improvements to concurrency and throughput.
As I said - not a new concept at all, but then lessons do seem to have to be learned over, and over and over again in the IT industry.