I'm trying to picture a non-synthetic program where normalizing a URL is a significant part of the inner loop and I'm drawing a blank. Can someone help me out?
One clever trick is assigning a prime to each card value. By multiplying the values together you get a unique number representing each hand without needing to sort.
There's a great description of an algorithm at http://www.suffecool.net/poker/evaluator.html.
Depending on exactly what type of hashing they are doing, the normalization could be a significant fraction of the lookup time.
If you are going to get all micro-optimized, you should probably combine the normalization and hash steps, as there is likely some string parsing / building that could be eliminated.
Also: it's a pretty fun exercise.