Fix travis logging
Dup the payload for the SQL normalizer

In some cases there could be other subscribers that work with the same payload.
Revert "Dup the payload for the SQL normalizer"

This reverts commit 3d0d2ad45753a546b041e478595a089edda106c0.

It turns out that this affects memory usage and needs more review.
Don't modify SQL notification payload. Log more failure details.

The payload is reused across all subscribers. Also, log more failure details
for easier fixing.
Properly handle encoding for errors with hash data
Fix error reporting
Use double quotes for interpolation