That's true. With dbt (=SQL+Jinja-Templating in an opionated framework) a large SQL codebase actually becomes maintainable. If in any way possible I'll usually load my raw data in an OLAP table (Snowflake, BigQuery) and do all the transforms there. At least for JSON data that works really well. Combine it with dbt tests and you're safe.
See https://www.getdbt.com/