This. I'm transitioning from being a full stack web dev (because that's basically impossible now) to being a data integration developer.
Old school ETL grew up along with the ML folks to be sophisticated, and essentially another tech. stack that looks like back end programming. Figuring out how to move data around reliably and quickly and clean it up in process is an unsexy job that's in really high demand. Using code (often JS) to pull out data and do mockups for the BI people before they plug in their fancy dataviz tools and do the pretty stuff is a lot like front end programming, and also not sexy, but in high demand.
