It is not normal to have just a smooth, easy ride through a World Cup qualifying.

VOA: standard.2009.06.07

Consequently, it is easy for normal cash balances to appear abnormally high relative to other assets.

FORBES: Whose Piggy Bank is Full? High Cash Balances

People will change their behavior only if they see the new behavior as easy , rewarding and normal .

FORBES: Bad Company Culture? Here's What To Do

Normal is just too easy, even during later missions which you would think would up the difficulty quotient.

FORBES: Starcraft 2: Heart of the Swarm Review - Part 2