I hate diving as much as the next person, but I don't think it has been normalized. It has been at about this level for years now. Players know that refs watch game tape and learn who the divers are, which usually results in less calls from certain refs involving certain players.
Sure, there some punks who continue to dive, but most players are too proud to engage in diving. Also, a lot of times people think a player dives when it's not a dive. There is no one right way to fall at high speed even when slightly tripped or knocked off balance. I'm not saying diving never occurs, rather pointing out that fans seem to think more things are dives than actually are,
I'll start worrying about it when it approaches soccer level.