It's also not just about the newsletter; it also unlocks abandoned cart/checkout emails, low inventory for recently viewed, back in stock emails, etc.

I like being "close to the metal" when it comes to database queries. I don't want to learn an ORM api, and neither EdgeQL; I just want to do the thing I already know how to do.

PureORM[0] is this right balance of write SQL, get properly structured data.

[0] https://github.com/craigmichaelmartin/pure-orm

EdgeDB is a long-term effort for a DB/query language that's as intuitive as possible for the greatest number of people. The early adopters are primarily those who are frustrated by ORMs and/or SQL, as you'd expect. But you should pick whatever makes you most productive—if you're already productive and happy with SQL, then that's definitely the right choice! Good luck with PureORM, looks very cool.