Azure Table Storage

So, I'm trying to get my head around Azure Table Storage... Unbelievably cheap, very versatile, but... having been an MS SQL Server developer (another hat) for years, I want to normalize everything.

The thing that's been freaking me out is the article that I read that said, 'don't worry about data duplication'... this has sent me into a cold sweat. How can I not worry? Is this not engraved into every SQL developers DNA?

Thou shalt not have duplicate data... Thou shalt not have duplicate data...

I'm aiming to use Azure Table Storage with a Web App that I'm developing for my Sketch-Comedy company (another hat... this one's got bells on it). The app will need to have details of the performers, crew etc. and several people do several different jobs so I constantly feel the need to Normalize everything, but, that's what I've read that your not supposed to do with Table Storage (or NoSQL if you like), so I'm having to suppress the desire to Normalize, it's driving me nuts... this could be interesting.