The most important things are often very banal. Most people don't like to be banal, they like to be fancy. So they end up ignoring the most important things

The most important things are often very banal. Most people don't like to be banal, they like to be fancy. So they end up ignoring the most important things (both in business and their private life). Maybe this is why Jakob Nielsen is so hated: he allows himself to be banal, he allows his web-design to be banal, he allows his conclusions and suggestions to be banal.