Hey Janne,
> The issue I see with "people buy simplicity/features" is that people
> don't always buy things they need, but what they think they need,
> might need, or want to need. At purchase time it's also often the case
> there is insufficient information about the product as well as about
> the individuals own behaviour, yet they need to decide somehow.
I don't believe that people buy things they don't need else why do they buy them? People buy things they love, whether it is useful or necessary, they are still buying something that facilitates their human need.