Linda Tischler, "Simplicity + Technology = Sweet Success," Fast Company, Sep 2001

"If you really want a category killer, you've got to go simple, simple, simple."

The old design mantra "Less is more" has never been truer than in the world of technological gadgetry, Lovelady says. As consumers balk at the steep learning curve attached to each software upgrade and "time-saving" appliance, manufacturers and engineers are ceding power to designers who insist on simplicity, elegance, and user friendliness, even if it means sacrificing some technological wizardry.