End users often do want simplicity but face a choice between products all optimised to extract value, which is different from giving them what they want. Someti

End users often do want simplicity but face a choice between products all optimised to extract value, which is different from giving them what they want. Sometimes that optimised path is simplicity, especially if it’s a new class of product. The result is delightful but rarely lasts as the market matures.