A word people use when trying to justify doing something bad and/or stupid, thinking that if enough people do it then it won't seem bad and/or stupid anymore, when in reality it's still just as bad and/or stupid as ever.
Person 1: "We should normalize drinking pee!"
Person 2: "Why would we do that? That's gross!"
Person 1: "It won't be gross if enough people start doing it. Let's get to drinking!"