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Spectra Visual Newsreader | msnbc.com. IxEdit. Memo to Vendors: Here's How to Build a Winner - Business Center - PC World. Why do some people prefer Windows XP and Mac OS X over Windows Vista ? After all, Vista is pretty and sleek and much more advanced than XP, and, in many areas, Mac OS X. Why is there so much love for Xbox, but none for Windows Mobile ? Why do BlackBerry users love their BlackBerrys, but the public is lukewarm about Palm devices? Why is the Amazon Kindle, which is an unsophisticated, clunky, poorly designed gadget so popular with owners? Why do people love plain, ugly Gmail?

The answer to these questions is a mystery to most of the companies that make PCs, gadgets, consumer electronics devices and to software makers. The problem is that there are too many technologists in technology. When you ask someone what they really want, they won't tell you the truth because they're not aware of the truth. Both users and product designers alike talk about user interface (UI) consistency, usability and simplicity, and system attributes like performance and stability. Simplicity: Simplicity is complex.