* Throw away the normal forms you learned in school
* Denormalize [...] whenever it makes a query faster.
I think that's bad advice as stated. As you imply, you have to know why the rules are there to know when to break them intelligently. I didn't get that message from the item as posted, rather that the author thought that NF had little value, which probably doesn't belong in a list of database tips and tricks.
[edit: format]
One approach is to make all your denormalizations populated by triggers -- that way to you can still think about the DB in "clean" terms in your code when modifying data, but get your denormalized tables for queries, too.
If you have 30 million rows in a table you absolutely cannot do joins so you bring everything in that you commonly need.
Most of the serious commercial databases I've worked with/near/on have been de-normalised to some extent.
e.g. SalesForce run massive amounts of data. Their implementation really boils down to one de-normalised table; with a dozen or so supporting tables.
When I hear about some (not all) NoSQL implementations I occasionally wonder why they just didn't adopt a de-normalised SQL solution.
SQL Server + NHibernate does handle the CRUD stuff, custom fields and DDD-based domain logic very well.
NoSQL (CouchDB in our case) doesn't handle transactions, locking and business rules effectively. However it excels at providing extremely fast views on schemaless data such as our core domain model plus custom fields.
There is definitely a place for NoSQL. However, many projects simply don't need to bite this off. They could start with SQL, from there you can decide how rigid/structured you want to be... I definitely agree that this comes with baggage; but if you're prepared to be pragmatic it's often got a lot of upside.