Because if you have denormalized data, then record updates can become 
enormous.  If someones address is denormalized into 1000 contact records, 
then when the user updates their address the system has to go out to all of 
the contact records and update them as well.  And this gets multiplied by 
every complex relationship that exists in the data.  And redundant fields 
can increase data size exponentially.

Regardless, denormalization is only one option.  It just seems that Google 
should publish the guidelines for how to manage complex data relationships 
with clear guidance on advantages and disadvantages for each strategy.  It's 
an important architectural consideration and we are currently left to hunt 
and peck around for what is even available let alone best practice for a 
given set of system requirements.

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