Thesis Analysis

1. "Make it simple and people won't buy. Given a choice, they will take the item that does more."
2. "Why such expensive toasters? Why all the buttons and controls on steering wheels and rear-view mirrors? Because they appear to add features that people want to have."
"But while at the store, I marveled at the advance complexities of all appliances, especailly ones that once upon a time were quite simple..."
"Why even more controls? I asked my contact at Siemens, "when you could make this machine with only one or two?"
"Are you one of those people who wants to give up control, who thinks less is better?" asked this usability expert. "Don't you want to be in control?"
3. Given the choice between two similar products, one complex and one simplified, today's consumer is smart enough to choose the simple design.