Soon, however, one could argue that 'traditional companies' will no longer be the norm - data science, ML, etc. will play such a crucial role in the majority of tech firms that the number of companies using it will rise. That's when I expect we'll see a huge portion of software engineers knowing ML concepts. Alternatively, I wonder if we might see the rise of smaller companies contracting out all of their ML to larger ones.
I would also be curious to know if ML background helps one to get a job at a place like Amazon/Google for even 'traditional' positions right now. The amount of data they have now must drive demand for engineers who can write software that takes advantage of it, regardless of position. Of course, like you said, they'll always require engineers to fill more traditional roles with no data interaction.
Maybe if you have a good profile and you get lucky, you'll go interview straight for one group who's interested in you, but I wouldn't bet on that.
Almost no one, except for maybe very high level hires, get a pass for the initial weed-out interviews.
Assuming the other people who used that word are me.