What makes this feasible is that in these cases, mapping patterns have been identified that preserve data model semantics without requiring the map-writing software to care about the details of the data model semantics.
Examples appear below.
Generally, HTML has is a tree of nodes. Each node has a set of attributes name/value pairs and a set of children nodes.
On naive mapping is possible: Create a SQL table where one row corresponds to each node from the HTML schema. The tree structure is preserved by having a column in the table that lists the primary key of the row that corresponds to each child node.
Relational view definitions and calculated values can be expressed with methods in the object-oriented system.