There are parts of the Adwords interface that "suck" because they intentionally try to hide certain things to maximize revenue. For example, getting advertisers

There are parts of the Adwords interface that "suck" because they intentionally try to hide certain things to maximize revenue. For example, getting advertisers to buy ads globally rather than just the US. On the other side, the Adwords interface is far better than any other ad platform interface I have seen. They could simply it by removing targeting options, and probably increase overall revenue, but it would not be a good deal for the advertisers.