Still, a JSON column will arguably be faster than a pure KV table since you can more efficiently query it, especially any non-JSON columns.
So values in JSONB columns can be indexed nicely, but the statistics can be much worse than for non-JSONB columns, which can lead the query planner astray.
Still, a JSON column will arguably be faster than a pure KV table since you can more efficiently query it, especially any non-JSON columns.