If all you needed was a "highly scalable" service that "just" accepted data, why would you need a database? :p
Sarcasm aside, I'll assume you mean that we're actually storing those amorphous blobs of data. I think the "rant" is intended to remind people that a "schema" will exist from the moment you consume that data for any non-trivial purpose.
The only reason that would have been a waste of your time is if you agreed.
