There's something about us that we want to feel, maybe its pride, or whatever it is, that we're more complex than we are. And i think there's also this assumption that, well, if it's simple, it's easy, and we need to be doing difficult things. Most of the things that we talk about are really, really simple and very, very difficult to do right repeatedly and do well. We have to be ok with looking like an idiot from time to time.