It's all about simplicity...
Okay, that’s a bit simplistic, but here are more pearls from Gerry McGovern…this one from his 2/7 newsletter:
“The Web is about self-service and self-service is about simplicity and convenience. You’ve got a small screen and every time you add something extra to that screen you make the world more complicated for your reader. You must make very difficult choices if you want your website to work. You can’t serve everybody, and if you try to you will serve nobody.”