Why do people buy an expensive, complicated toaster when a simpler, less-expensive toaster would work just as well? Why all the buttons and controls on steering wheels and rearview mirrors? Because these are the features that people believe they want. They make a difference at the time of sale, which is when such features matter most. Why do we deliberately build things that confuse the people who use them? Answer: because the people want the features. Because the so-called demand for simplicity is a myth whose time has passed, if it ever existed.

— Donald A. Norman, Living with Complexity