Earlier quoted context omitted.
Why is it hard? Most of changes are atomical and either in background or instant. What change require downtime? I would argue that software change without downtime is harder and basically not solved problem for most environments unless you're using cluster of machines.
Live changes are hard because they requires precise planning, and must often be done in several steps. Imagine you're extracting some data to a new table in order to support 1:N instead of 1:1 of something. For example, introducing an address table, instead of storing the address directly in the customer table. If you can have downtime, and have a small database, this can be done with one change and one deploy - that…
But I'd be happy with a lexicon and fundamental strategy for managing data that allows you do relax and rely on the fundamental primitives, like 12 factor does of overall application architecture.