I get your point, but 10M records
is big data depending what you're doing with it. Not big on disk, but extremely unwieldy depending how it's structured and how you need to query/manipulate it. I let internal product engineering at a large multinational for a long time, and we accrued so much technical debt as a result of having to handle the stupidest of edge cases, where queries against just a few million (or even thousands) of records took multiple seconds -- in the worst cases, we had to schedule job execution because they took minutes -- because of ludicrous joins spanning hundreds of tables, and imposition of convoluted business logic.
Most all of that is overall poor architecture, and most companies don't hire particularly good developers or DBAs (and most web developers aren't actually very good at manipulating data, relational or not), but it's the state of the union. That's "enterprise IT". That's why consultancies makes billions fighting fires and fixing things that shouldn't be problems in the first place.