In a business setting, the conceptual/relational, logical and physical design of a database happens far less often than querying such databases.
Indeed, one of the reasons normalisation is such a Big Deal to relational bigots like me is that it makes SQL's querying tools much more useful and versatile.
SQL is one of those technologies that caps how much enjoyment you can derive from understanding the related theory. Scheme, for instance, never stops giving, but you can hit a point with SQL where you start to wonder: where's my Tutorial D?
Indeed, one of the reasons normalisation is such a Big Deal to relational bigots like me is that it makes SQL's querying tools much more useful and versatile.