I'm guessing that "the way [documents are] advertised" refers to some of the "hello world"-style examples that are found in various blogs. I'll agree that in th

I'm guessing that "the way [documents are] advertised" refers to some of the "hello world"-style examples that are found in various blogs. I'll agree that in their enthusiasm for showing how easy it is to use put data into and retrieve data from a document store (no O/R mapping!) they assume that the reader is well-versed in data modeling. This has bitten numerous inexperienced developers. I've never seen an article recommend against data normalization though.