I think what threw me is this bit "De-normalize returns the true data to a format that is efficient for the system" as it seemed unqualified i.e. there was no '

I think what threw me is this bit "De-normalize returns the true data to a format that is efficient for the system" as it seemed unqualified i.e. there was no 'it depends' that I could see. Your longer answer makes clearer what you were intending. So yes we can definitely agree on measuring and de-normalising where appropriate. Thanks for a nice reply!