It can take a while to wrap your head around what fields get used in aggregates and the like, but when working with big models with like 65 fields and juggling a bunch of stuff, not having to futz with serialization/deserialization and "just" expressing your problem in the dumb way is nice.
I want to say this all comes back to bite you in the end but honestly it's more just having wide tables that comes to bite you. A service layer wouldn't really save you. Meanwhile you save yourself a bunch of tedium in the mean time