I'm not sidestepping the DBA, because I'm the DBA :-) Fully normalized databases are a nice academic idea, but the supposed benefits of going all the way don't

I'm not sidestepping the DBA, because I'm the DBA :-) Fully normalized databases are a nice academic idea, but the supposed benefits of going all the way don't materialize in the real world. That kind of approach is just old school cargo cult - just like full NoSQL is new school nonsense. Good developers know that the answer isn't to use whatever was the fad was when they were in school, be it fully relational databases or NoSQL or anything else, but rather to look at the available technologies and take the most appropriate bits and pieces in order to make a project successful. After all, if JSON were nonsense, why would a serious relational database like PostgreSQL be adding full support for it? They know it has good use cases. I know it has full use cases, so I use it, along with proper primary and foreign keys and a properly relational base data model. Yes, all my primary objects are tables with proper relations and foreign keys (and a few constraints for critical parts; not for everything because 100% database side consistency is also an impossible pipe dream, as not every business rule can be encoded sanely in SQL). Just don't expect me to add a user_attribute table to build a poor man's KVS just because people in the 90s thought that was the way to go and databases didn't support anything better. I'll have an attributes JSONB column instead. And yes, JSON is just a trivial data serialization format that happens to have become de facto. It has an intuitive model and the concept isn't new. It just happens to have been what became popular and there is no reason not to use it. Keep in mind that PostgreSQL internally stores it in a more compact binary form anyway, and if clients for some programming languages don't yet support skipping the ASCII representation step that is an obvious feature that could be added later. At that point it ceases to be JSON and just becomes a generic data structure format following the JSON rules.