What is database normalization and why should you do it? by Eduardo Bellani

A fully normalized database means one thing, and only one thing: your relations corresponds only one predicate under a given interpretation (i.e. your business rules).

You should properly normalize your database because it:

PS: As an example of the impact to the bottom line, think of it means to have to trust, but verify every piece of data you have. How many checks, and in how many places? What if you forget one of those?

References

Pascal, Fabian. 2016. The Dbdebunk Guide to Misconceptions About Data Fundamentals. DATABASE DEBUNKINGS.