Column written for Interactions. © CACM, 2007. This is the author’s version of the work. It is posted here by permission of ACM for your personal use. It may be redistributed for non-commercial use only, provided this paragraph is included.

“Why can’t products be simpler?” cries the reviewer in the New York Times, the Wall Street Journal, the local newspaper. “We want simplicity” cry the people befuddled by all the features of their latest whatever. Do they really mean it? No.

But when it came time for the journalists to review the simple products they had gathered together, they complained that they lacked what they considered to be “critical” features. So, what do people mean when they ask for simplicity? One-button operation, of course, but with all of their favorite features.

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