There are plenty of bad toasters out there. Many products are designed (destroyed) as this toaster was with lots of extra super duper features in mind, thinkin

There are plenty of bad toasters out there. Many products are designed (destroyed) as this toaster was with lots of extra super duper features in mind, thinking that users absolutely have to have the ability to do X...and y, a,b,and c. Then they hit you with all the options all at once. Yes build in that must have functionality but don't forsake intuitiveness. Don't mistake functionality with usability. By making a simple task more complex you do not necessarily increase customer safety (or satisfaction) and as henning notes so aptly, "Making it easy for people to give you more money on a regular basis is a good thing." In my experience air travel is more akin to the 11 click ebay example than a 2 step toaster.