<p>Why do database guys go on about normalisation?  </p>

<p>What is it? How does it help?  </p>

<p>Does it apply to anything outside of databases?  </p>

Most importantly it serves to remove duplication from the database records.
For example if you have more than one place (tables) where the name of a person could come up you move the name to a separate table and reference it everywhere else. This way if you need to change the person name later you only have to change it in one place.
It is crucial for proper database design and in theory you should use it as much as possible to keep your data integrity. However when retrieving information from many tables you're losing some performance and that's why sometimes you could see denormalised database tables (also called flattened) used in performance critical applications.
My advise is to start with good degree of normalisation and only do de-normalisation when really needed
P.S. also check this article:
http://en.wikipedia.org/wiki/Database_normalization
to read more on the subject and about so-called
normal forms