I distinguish between the concepts easy and straight forward. I never ever ever say "that is easy" when talking to a non-technical person about feature xyz or a

I distinguish between the concepts easy and straight forward. I never ever ever say "that is easy" when talking to a non-technical person about feature xyz or a project; I always say "that is straight forward". I then proceed to lay out the fact that feature x is not technically complicated (a problem already solved) but it does require foot work. For example, building websites (your standard eCommerce Sally-wants-to-sell-sweaters kind of website) is not innovating anything on a technical level; but there is footwork involved in building the website and integrating a shopping cart and designing/slicing. That's where many customers and non-technical people go wrong in their understanding (it's mostly the programmer's fault for constantly saying "that's easy") they will assume that if it is "easy" it is going to be simple and quick. Whereas, if the programmer makes a concerted effort to distinguish what they mean; saying it is "straight forward" implies it is simple but will take time.