I would argue that normalization will always be objectionable and unfortunate to some, but it also hastens the process by which the rest of the country is brought into the daylight. Most Americans, assuming they've heard of Myanmar and Burma, don't know that they're the same country. A tiny percentage of those might wonder whether Crab Rangoon is actually Burmese. Ethnic genocide is the sort of thing where they need awareness before they can care, and unfreezing trade is, I hope, a start towards that process.
Just sayin... This was the party line for the last few years. The chamber of commerce has also been sending in advance teams with executives from Coca Cola and a few other big American firms for over a year now. There is some conflict in our Myanmar policy and it looks like we are heading in the direction of opening markets before human rights. It's not necessarily a bad thing but it didn't work out great with Pinochet. Aung San Suu Kyi deserves the Nobel about as much as Obama does, that is she might deserve a chip off it but when you look at the whole picture it's more about the media and aspirations than acts and facts.