Full Idea
Morality is 'normative' in the sense that it consists of the extraction of 'good' or 'excellent' practices from common practices.
Gist of Idea
Morality is normative because it identifies best practices among the normal practices
Source
Owen Flanagan (The Really Hard Problem [2007], 4 'Naturalism')
Book Reference
Flanagan,Owen: 'The Really Hard Problem' [MIT 2007], p.126
A Reaction
I take normativity not be the mere labelling of certain things as 'good', but as a way of responding to that fact, with some sort of motivation.