With this "cinematography is not meant to be notices" mantra you guys are walking a very specific - and narrow - path - but it's one of many paths. The same is true of the edit or direction. Yes, sometimes there is nothing else in the film but the story so you do your best to deliver adequate images that say nothing, but sometimes the images NEED to be noticed - often images ask not to exist as some prosaic illustration of the story but rather as punctuation point - a sentence where you skip question mark or an exclamation point changes meaning. This Hollywood notion of what cinematography (or editing, or direction) should be and how it shouldn't be noticed creates a very boring body of work.
you don't really get it: if the story dictates it, the point of focus will shift to the beauty of the image. But that doesn't mean that the viewer will be conscious of this. In stead of THINKING "this is a nice picture" he will FEEL it.
The whole point isn't that it shouldn't get noticed. But it is important that it doesn't distract the viewer from the story. If it become distracting, that means it has failed imo.
If you're shooting a movie like koyaanisqatsi, of course you'll have to shoot a lot of wonderful pictures, because that's what the story needs: it wants to show you the world, sometimes very beautifully sometime the opposite..