A pretty basic assumption of this site is that keeping things simple is better for you and better for your customers or users. As part of that assumption, I think companies that focus on simplicity will be most successful (though they need to do it well).
Bob Sullivan says complexity is profitable:
“Most people just kind of surrender in the face of all this confusion. And a confused consumer is a profitable consumer. It’s much easier to make people pay extra and lose a whole lot of money when they’ve given up keeping track of what their real costs are.
There’s a great interview with Sullivan on NPR’s Fresh Air. He talks about hidden fees, unethical term changes, and email scams.
Complexity, like a magician’s banter, is a distraction for big company sleight of hand.