1. "Make it simple and people won’t buy. Given a choice, they will take the item that does more. Features win over simplicity, even when people realize that it is accompanied by more complexity."

2.-"while at the store, I marveled at the advance complexities of all appliances, especially ones that once upon a time were quite simple: for example, toasters, refrigerators, and coffee makers, all of which had multiple control dials, multiple LCD displays, and a complexity that defied description."
-"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. They make a difference at the time of sale, which is when it matters most."
-"Would you pay more money for a washing machine with less controls? In the abstract, maybe. At the store? Probably not."

3. Simple well-designed products will sell better ultimately than complicated, many featured, products.