So while everyone can remember the phrase "KISS" :keep it simple stupid (or keep it sweet and simple if you have kids) it seems that no one can really do such a thing but Apple. You see, creating software and hardware is a really hard thing. You focus on getting the features in and getting the bugs out. And you are so close to the product while you build it that it's easy to lose sight of the goal. Keep it simple. This CW article really hits the nail. One of the tenets of my eBook is clear here: get early adopters to help you, but build easy-to-use pragmatic products for the late majority mass-market. In a nutsell, build it for your mom.