Commenter Matthew O'Ryan is on to us. He's noticed how a throwaway line has become our new catchphrase: "That seems easier." In an industry full of people who claim to be obsessed with efficiency, why do we have to keep explaining over and over the simple way to do things? Because Valley denizens secretly love doing things the hard way — and they hate it when people point out we're doing it wrong. Neophilia, cast as a love of innovation, is actually an algorithm for generating ever-changing shibboleths that keep outsiders away. They make things complicated because it entertains them; because they love challenges and puzzles; because they can. But the world that pays their bills? Customers like things simple. Why not keep them happy? Ah, but you know how that would seem.