Data Modelling is not an "old discipline", it's an essential professional skill.
After many years of Data Modelling consultancy, experience has taught me that the problem for a lot of businesses is that they really cannot afford NOT to take a professional approach to database design.
In the long run, a well designed database system will repay its design costs many times over. Poorly designed databases (especially "hacked physical models" lashed up by developers at the last moment) cost more than they should do to code against, to maintain, to extend, to report against and eventually to replace.
Far too many businesses still ignore these facts, paying the price in countless little increments of unnecessary expenditure.
The licence (it's a noun) costs for DB/Artisan or ER/Studio or any other top quality ER tool are piffling in comparison. Even my daily rate pales into insignificance.