We clarify the origin of the strikingly different spectroscopic properties of the chemically similar compounds NaOsO_{3} and LiOsO_{3}. Our first-principle, many-body analysis demonstrates that the highly sensitive physics of these two materials is controlled by their proximity to an adjacent Hund's-Mott insulating phase. Although 5d oxides are mildly correlated, we show that the cooperative action of intraorbital repulsion and Hund's exchange becomes the dominant physical mechanism in these materials if their t_{2g} shell is half filled. Small material specific details hence result in an extremely sharp change of the electronic mobility, explaining the surprisingly different properties of the paramagnetic high-temperature phases of the two compounds.