Why do we buy complexity?

Gerry McGovern is dicussing the reasons that make us buy complexity even when the simple option would be better. He mentioned three reasons:

1. We do judge a book by its cover. If something looks complicated, then we immediately assume that it must be powerful and must have greater value.
2. We love to show off. Complexity lets other people know how clever we are and how rich, because we can afford such complexity.
3. Buying complexity is like buying insurance. We might not need all these fancy features right now, but there might be some time in the future when we will. Buying complexity insures us against future need.

He said that the above conditions do not operate on a Web site for the following reasons:

1. We don't pay for visiting a site with our money; we pay for it with our time. The longer we spend on a Web site, the more we pay, so there is a strong motivation to spend as little time as possible.
2. We can't wear a Web site, drive around in it or show it off at a party. Browsing a site is essentially private behavior.
3. Web sites are about the present, not the future. We have a particular need and we visit the website to meet that particular need.

If people loved complexity on the Web, then everyone would be using advanced search. We may still end up buying complex products on the Web, but our Web behavior will remain relentlessly simple and hugely impatient.

read full article.